SAN DIEGO—From a matrix-like "light labyrinth" to a life-size "Crypt of the NecroDancer" computer game, Comic-Con International never has a shortage of wacky, eye-catching stunts, activations, and parties. The country's most high-profile comic book convention—which typically draws more than 135,000 fans to San Diego each July—annually gives guests a sneak peek at the newest comics and movie trailers; highlights also include celebrity panels and carefully crafted brand activations.
This year's virtual event, Comic-Con@Home, runs from July 22-26 and promises more than 350 panels—plus free parking, no lines, and a comfortable front-row seat. Until fans can gather again in person, we're taking a look back at the event's most memorable moments.
Comic-Con 2019
In 2019, Comic-Con celebrated its 50th anniversary with an attendance of more than 135,000 people. Fox hosted its inaugural Fan Fair, which spanned 24,000 square feet with production by Creative Riff. Located across from the New Children’s Museum, the carnival-inspired space highlighted the network’s new Animation Domination, a Sunday-night block of animated shows including The Simpsons, Bob’s Burgers, and Family Guy. Interactive games included a water-gun shootout with visuals from the animated shows, plus a 70-foot Ferris wheel adorned with graphics of Fox characters.
Photo: Brandon Means/Fox
Also in 2019, Fandom hosted its fourth annual invite-only Comic-Con party at Float at the Hard Rock Hotel. Highlights included a performance by Girl Talk and a sneak peek of R.U.N., Cirque du Soleil’s then-new live-action show that premiered in Las Vegas last October.
Photo: Daniel Boczarski/Getty Images for Fandom
For the new Audible original series Stan Lee's Alliances: A Trick of Light, Audible worked with producers Civic Entertainment Group to bring a matrix-like "light labyrinth" to Comic-Con in 2019. A variety of immersive light- and sound-driven experiences represented key moments from the series, which featured a universe of all-new superheroes. See more: Comic-Con 2019: The Coolest Things You Missed at the Massive San Diego Convention
Photo: Courtesy of Audible
Comic-Con 2018
At Comic-Con 2018, brands set up not only inside the San Diego Convention Center but also in the surrounding streets. In an area behind the convention center, for example, Adult Swim worked with Grandesign to build a branded skate park. The public fan event featured interactive games like mini-golf, plus food and merchandise for sale.
Photo: Eric Rippin
New in 2018 was "The Experience," a space from Grandesign in collaboration with the San Diego Padres that aimed to bring fans closer to the action. A three-acre area was transformed with food trucks, a beer garden, and evening entertainment; highlights included an activation for Marvel's Cloak & Dagger where participants recreated the scene where the main characters discover their powers for the first time, using bungee harnesses to create a shareable video.
Photo: Jorge Vargas/Grandesign
Legendary Digital Networks built a larger-than-life version of Dell’s G5 15 Gaming Laptop outside the convention center in 2018. Guests could literally step onto the laptop’s keyboard and play the mobile game Crypt of the NecroDancer. Participating guests were entered to win a regular-size version of the laptop. The Visionary Group managed the activation on-site. See more: Comic-Con 2018: Inside the Most Creative Brand Activations and Parties
Photo: David J. Crewe
Comic-Con 2017
In 2017, former Comedy Central series Broad City got in on the action for the first time at Comic-Con with a life-size coloring book activation. Illustrations designed by Broad City artist Mike Perry covered the walls and furniture.
Photo: Courtesy of Comedy Central
Throughout the long weekend, attendees used neon paint to add color. The activation—which took place at the San Diego Wine & Culinary Center—also offered Broad City-inspired manicures and temporary tattoos. See more: Trend Spotted: Turning Guests Into Artists
Photo: Courtesy of Comedy Central
Comic-Con 2016
For Comic-Con 2016, Campbell's Soup created a Spider-Man-inspired installation at the San Diego Airport. The display was constructed using 1,089 of the brand's limited-edition Spider-Man soup cans and was designed by Abel McCallister Designs. See more: 18 Fun Ideas for a Comic Book-Theme Bash
Photo: Courtesy of Abel McCallister Designs
Comic-Con 2014
At Comic-Con's 2014 event, A&E and Playboy teamed up to host a Friday event, which took over a 40,000-square-foot outdoor space near the San Diego Convention Center and promoted the TV network's popular Bates Motel series. As a photo op, guests could pose for photos in a motel-room-like setting. See more: Comic-Con 2014: Buzzworthy Branding Ideas From Samsung, 'Wired,' and More
Photo: Joe Scarnici/Getty Images for Playboy
Comic-Con 2013
In 2013, South Carolina-based agency BFG teamed up with Cartoon Network to put on an immersive consumer experience centered around the animated TV series Regular Show. The free experience at the New Children's Museum saw some 6,000 attendees and included an arcade with simulated games, a social media vending machine, and a prize center. Comic-Con 2013: How Brands Stood Out at the San Diego Show
Photo: Courtesy of TBS
Comic-Con 2012
2012 marked the 43rd iteration of the convention, where brands like Patrón, Hyundai, Syfy, and Playboy made appearances. At a party for IGN and Lionsgate's Expendables 2, illuminated cubes marked with IGN's logo were served with signature cocktails.See more: Comic-Con 2012: 25 Zany Ideas From HBO, Patrón, Playboy, and Others
Photo: Nadia Chaudhury for BizBash
