At a massive in-person activation for three new Amazon Prime Video series at San Diego Comic Con 50, we needed a way to engage fans digitally and create engaging experiences onsite.

Amazon created a massive installation at SDCC with three shows that fans were excited about but didn't know a lot about yet. Engagement on their social channels during SDCC over-indexed on FOMO and needed to make people online feel included, rather than excluded.

We also did extensive social listening and fandom research on the SDCC communities as well as the fan bases of each original IP to determine creative strategy that would speak directly to their interests.

• Created an ARG that led perceptive fans to a secret comic book shop, the mainstay of the activation for many people.
• Created a game within the comic book shop to give away special prizes.
• Activated fans online with surprise content from series stars, including Orlando Bloom and Cara Delevigne dressing up, stars of The Expanse surprising fans at the installation.
• Managed and booked a curated VIP experience for press and select influencers.
• Worked with media to create a "leak" of the Amazon Prime Video Experience build to drum up excitement and speculation before SDCC began.
• Leveraged a political scandal with the mayor of SD to bring more awareness to the activation and one of the show's controversial themes of immigration and inclusion.
• Seeded clues about the comic book shop on reddit and Twitter.