Bandai DBZ Tour at Comic Con (SDCC)
Bandai contracted Marketing Genome to provide custom trade show displays as well as handle the international logistics of their DBZ tour that kicked off at San Diego Comic-Con International (SDCC). Bandai Spirits is a Japanse-based entertainment company that is known for producing comic books, figurines, plastic model kits, and more. Some featured titles include Dragon Ball Z, Naruto, Godzilla, and others. While the DBZ tour started at San Diego Comic-Con, it would eventually travel to 6 other cities in the United States then travel internationally to Mexico, China, Germany, and Japan. Careful and methodical planning had to be made in every facet of this program for it to be successful.
The Outdoor Arena
Often times our clients take an experiential approach to their trade show booth designs, Pop-up shops and Activations, especially at Comic-Con (SDCC). Some good examples are The HBO Room 104 Premier Party, Spiderman Experiential Display and Jurassic World Exhibit Display all mirrored their space after a scene from the film. This was no exception. When Bandai came to us with an idea to model an enormous outdoor marketing display after their hit TV show Dragon Ball Z we were chocked full of ideas.
The biggest obstacle was finding a space to host the event during Comic-Con. Comic-Con is one of the most sought after venues in the entertainment category and there is a years-long waitlist to even get a space inside the convention center. The show has expanded far beyond the exhibit halls and into the entire Gaslamp district. Fortunately, we were able to secure a gigantic space on the bay side behind the Marriott to produce this outdoor display at SDCC.
The outdoor space was located directly behind the San Diego Convention Center. A spot that gets tons of foot traffic – optimal for all the features the marketing display had to offer which included:
• Multiple photo-op props and displays
• A wide range of life-sized mannequins and statues
• Three-story stage and tower
• Indoor area in case of foul weather
• Acrylic podiums
• Modular Trade Show Booth Exhibit Structure
• Much, Much more.
With all the cosplay of SDCC, The Dragon Ball Z characters had to be spot on. And they were! Made from a wide range of modeling materials they were all handcrafted and painted. They looked as good from one-hundred feet away as they did up close and personal. Custom fabricated experiential pieces like these statues draw in crowds coming from the SDCC exhibit hall and generate tons of amazing photo-ops that go viral.
Southern California has beautiful weather 90% of the time but we weren’t about to leave that precious 10% to chance and ruin everyone’s DBZ Comic-Con experience.
Flanking either side of the main tower were two covered space where giveaways, photo-ops, video game demos, staff, and lead retrieval devices were all stationed.
It of course never rained but it also doubled as a great spot for attendees to step out of the sun and Bandai to capitalize on some awareness.
Lined along the outside modular structure was an overabundance of trade show display cases housing every last figurine and piece of branded collateral form the show.
The supporting outside brick walls were covered in our printed vinyl graphics. A very close match without the weight.
Results of an Outdoor Event at SDCC
Close to 200,000 in attendance at this years’ SDCC and that’s not including the surplus of curious peoples coming to witness the extravaganza. This Outdoor Marketing Display got a workout an stood up to the task and will continue to do so as it makes its tour throughout the rest of the country.
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