The Experience Economy During Covid-19: Virtual Activations at Comic-Con@Home

Abstract

I examine how industry and fans reassessed the value of TV promotion in the form of activations—branded pop-up in-person experiences that promise immersion into storyworlds—as they transformed into online events during Comic-Con@Home in 2020 and 2021. I highlight the industry's expansion of first-party data collection from and tracking of fans in virtual activations.

Keywords

• marketing
• platforms
• san diego comic-con