The experience economy during Covid-19: Virtual activations at Comic-Con@Home

Authors

  • Melanie E. S. Kohnen New York University

DOI:

https://doi.org/10.3983/twc.2022.2325

Keywords:

Marketing, Platforms, San Diego Comic-Con

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.

Author Biography

Melanie E. S. Kohnen, New York University

Melanie E.S. Kohnen is a Visiting Assistant Professor in Media, Culture, and Communication at NYU.

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Published

2022-09-14

Issue

Vol. 38 (2022): General

Section

The Year Without a Comic-Con

License

Copyright (c) 2022 Melanie E. S. Kohnen

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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