Fantastical Reality
Today we will discuss finding an example of an effective social brand. Today though we are talking about the wider Comic-con space we will be focusing on Ubisoft as the game developer brand who has climbed on the Comic-con wagon and helped to create a more interactive space for their social. From sponsorship of 'Cosplay' evangelists to interactive events Ubisoft has taken social interactive spaces to a whole new level.
As fans and audiences of the fantastical worlds of movies, anime, games and of course comic books gear up for Comic-con marketers and advertisers could take a real hint from the cosplay and Comic-con crowd for interactivity, engagement and brand evangelism.
Comic-con and cosplay has known for years what online marketers are just starting to wake up to, the tactile creation interactivity of real life engagement boosts not only the experience of the audience but also the over reputation of the brand.
Comic-con didn't start out with the level of engagement and interactivity that it currently enjoys. Starting in the 1970s and focusing exclusively on comic books Comic-con has now expanded to include movies, anime and video games.
Marketing at the Comic-con Events
Todd Harvey, from Activision, senior vice president, consumer marketing for Destiny and Call of Duty says, “What started as a fan gathering of comic-based activities became a celebration of popular culture. At the same time, I think big video games have moved from being a form of digital entertainment to being mass pop culture in their own right. For us, it always seemed a natural platform” (Fortune, 2015).
Mike Silbowitz, senior director of marketing for Square Enix said: “It has really become the Super Bowl or Oscars of entertainment for people around the world. It started as a comic book show, but as the years progressed, movies began to dominate. Now video games have jumped on board to show off our biggest and brightest products” (Fortune, 2015).
There are many good examples of interactive booths at the Comic-con events that marketers have devised and could do well to bring to other industries. "Take-Two Interactive Software will host a laser tag arena for its upcoming game Battleborn. Ubisoft is offering an obstacle course based on its Assassin’s Creed Syndicate. And Activision has put together an escape room for fans for Call of Duty: Black Ops 3, which will showcase the game’s fan-favorite zombie mode. Microsoft and Nintendo will also be on hand, with gaming lounges and other events" (Fortune, 2015). It has grown so much that the success of these events could actually change the box-office takes of the movies they promote rather than the sale of tickets to Comic-con from the success of the movie.
Interactivity in Cosplay
Imagine if you could not just enjoy your favorite movie or game, but actually become the character and embody the creativity that excites you about the artwork. Now imagine there is a whole subculture of people who support and reward you for interacting with your chosen brand like no other platform.
This natural platform has grown to focus not only on the actual event of the Comic-con but the layers of subculture that grows around those participating in the event. This happens to create a culture that is not just focused on going to the event to interact with the brand but a 365 day life style of potential engagement and interactivity to be tapped into.
With sites open-source sharing 3D printing designs and molds to create the costume of your favorite superhero or fictional character Cosplayers are dedicated and passionate about creating the fantasy into reality.
Cosplayers were quick to jump onto 3D printing and have various open sourced websites to share their creations.
Sponsored Cosplayers
Marketers have not let the cosplay trend pass them by but have gotten on the profitable train as well but engaging not only the celebrities who play the characters in the films or video games such as 'Thor' or 'Assassin's Creed' but the exceptionally good Cosplayers who dress up as them. This aspirational interactivity brings the brand and the story into each consumer's life so they can truly 'live as' the brand as possibly even be sponsored for it.
"You can tell if a cosplayer really loves the character they're dressed as, or if they're just doing it because they think they look "hot". You can also tell when a marketing team is phoning it in because they don't care. The best cosplayers don't have to be the most physically flawless cosplayers, because they really love what they're doing and that shines through, and this matches the reality that marketing doesn't have to be flawless if it's honest. We're so used to scams like "Batman dies!" actually meaning "Batman stops calling himself Batman for five issues" that authenticity is priceless, and geeks are quick to call you on it if it's lacking" (The Escapest, 2015).
Marketers Take Note
Other industries could take a real leg up by looking at the Comic-con and Cosplay model to learn about creating real life interactivity from the ephemeral world of the internet. From making a marketing idea into a physical real life reality as well as a possible enjoyable way of life were those creating the reality of the brand are supported and passionate. Thus making the audience who is interacting with the brand not only following and being evangelists of the brand but helping create the art form from the outside in.
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