To generate buzz for their San Diego Comic Con activations, Disney Entertainment Television tapped The Brand Agency. The Brand Agency supported press and influencer initiatives for the Percy Jackson and the Olympians and Hulu Animayhem activations. Our team pitched press in the days leading up to the convention, coordinated VIP previews giving those attending a special moment to preview the activations before they opened to the public, pitched during and after the events.

Our overall efforts netted us over 90 press articles and 2.9B media impressions. We secured placements with entertainment trades The Wrap, Deadline, and Page Six, just to name a few. We hosted a variety of press and influencers throughout the SDCC weekend, allowing them to experience the activation firsthand and share those moments with their audiences. Notable guests included representatives from Collider, Screen Rant, Entertainment Weekly and influencers such as Alyssa Brooke Lee (451K followers) and Hannah Kosh (293K followers).

On-site, we facilitated targeted press appointments with outlets considering coverage and partnered with local San Diego newstastions to produce and air a dedicated segments highlighting the activation for their local audience. Our efforts generated an estimated media value of $70 million, and 34 million total social impressions.