San Diego Comic Con has become one of the biggest events for anyone in the entertainment or pop culture spheres. Whether you’re a fan, entertainer, creator, or marketer, having an impact during SDCC can play a big role in increasing hype around your content.

A quirky or fun campaign during the actual event–both for live audiences and those following along online–is a great way to have users interact with and create content around what you’re promoting. Three TV shows that did this were Defiance, Game of Thrones, and Sleepy Hollow, and all three had attendees snapping and sharing hundreds of photos. Check out our rundown below and take a look at our Infographic on the Visual Victors at SDCC 2013.

1. #JoinTheRealm

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Game of Thrones gave attendees the unique opportunity to visit the fantasy realm by assigning Houses to lucky fans as well as a chance to sit on the show’s infamous Iron Throne. The show effectively encouraged users to share their photos and experiences with the appropriately titled #JoinTheRealm hashtag. While we may never actually be able to visit the world of Game of Thrones, HBO was able to provide a once-in-a-lifetime experience for fans to do so.

2. #DontLoseYourHead

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To promote their upcoming television series, Sleepy Hollow, FOX had headless horsemen roam throughout the convention center while users shared their encounters using the #DontLoseYourHead hashtag. Even amongst all the amazing cosplayers at Comic-Con, a towering headless soldier is still a pretty epic sight. The soon-to-launch show chose a great place, crowd, and stunt to stir interest in the series.

3. #DodgeDefiance

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Defiance went another route than the previous two; partnering with Dodge for their #DodgeDefiance sweepstakes. Major hype was built around the recently launched television series by featuring prizes from both the show and car company. Fans uploaded hundreds of photos to participate in the Dodge car giveaway alone, effectively spreading awareness and hype of both companies. Smart move.

These campaigns created unique and exciting fan memories for the people at the event and created some really cool content for those not attending to follow along with at home. This type of engagement doesn’t have to be limited just to media, however–for example, Lyft had people giving piggyback rides during SXSW this year.

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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