With season two of its high priority show Quantum Leap premiering in the fall, NBC needed to drum up attention and excitement for fans at San Diego Comic Con (SDCC) in the summer of 2023.
Given that Quantum Leap was a reboot of a hugely popular original property, NBC needed an immersive activation that not only spotlighted the show, but also integrated other titles within the NBC portfolio. Compounding the creative challenge of including a variety of shows with different plots and characters, was that multi-title activations at SDCC are historically difficult to execute and balance, especially when being immersive is critical to the client brief.
With our main focus on Quantum Leap, a show where the main character leaps through space and time into different bodies and scenarios, we uncovered a unique brand insight that centered our activation thematically – When you watch a show on NBC, you feel as if you’re transported into the shoes of its characters – just like Dr. Song in Quantum Leap.
So we decided to turn Comic-Con fans into “Leapers” and send them into the worlds of different NBC series through our activation.
Exploring other popular NBC titles including Law & Order, Chucky, and the Voice, we created an activation with elements of gamification and engagement through “escape room” style mini-activities (leaps). Given that Quantum Leap is a futuristic, sci-fi show, it was a perfect thematic focus – helping fully immerse the audience into this new NBC world, weaving in iconic elements to other NBC shows (like the Law & Order “Dun Dun” sound effect, The Voice’s functioning red coach chair, and the iconic Chucky doll), along with easter eggs to surprise and delight the audience.
Combined with innovative technology (custom programming, screens, sound and visual effects, custom builds) the activation incorporated immersive physical elements including live actors in character guiding attendees through, as well as tactile experiences like being able to complete mini escape room activities.
By creating an experience that both played into spectacle and social capital, we captivated avid entertainment junkies attending SDCC to attend our NBC activation – giving them a brand experience that was both engaging and immersive.
*** Important Note ***
Just a week before San Diego Comic Con, SAG went on strike, joining WGA which had already been on strike for weeks. Despite the canceled panels and muted attendance at the convention, our activation still garnered significant interest on the ground and online through social engagement.
Objectives:
– Continue NBC’s legacy and brand building to celebrate and entertain fans at the cultural touchpoint that is San Diego Comic-Con 2023.
– Stand apart from the noise and other brand activations, crafting an experience that connects various property titles in a creative manner, resonates with San Diego Comic-Con attendees, press, and influencers to drive earned media and brand/title awareness.
Results
