Product Launch at Comic-Con
Motionworks Entertainment, publisher of digital motion comics for the iPad and mobile platforms, wanted to generate awareness for the upcoming release of Sundown, a gothic western by the creator of The Crow. Without a traditional booth at Comic-Con, we created a digital campaign to introduce the protagonist, Krait, to the Comic-Con audience.
Instead of just parading Krait around the exhibition hall, we added a gamification layer by creating 'Where's Krait?' campaign to engage the audience across platforms. We hired a street team to promote the campaign by plastering 'Wanted' posters around the convention hall and discreetly hand out #WheresKrait cards to select individuals to participate. A digital team tweeted Krait's location during the three-day event and participants were rewarded with exclusive merchandise.
Image courtesy of Motionworks Entertainment. ©Motionworks Entertainment LLC.
