The Carrot Blog

...Another world

I had the privilege of representing Carrot Creative at Comic Con 2010 at the launch of Her Universe (you can read more about Her Universe in this previous writeup). This year's convention was the largest ever. Floor space was at a premium and I had my credentials checked more frequently than at Terminal A in LaGuardia. Several themes were overwhelmed the convention center (much to the chagrin, no doubt, of Comic Con purists): Big Name Studios, Gaming and more Big Name Studios. Here are a few of my observations and a shameless plug for our ultra-cool client.

Her Universe

A pre-requisite for employment at Carrot is that you must be a Star Wars fanboy/girl to some degree. So, the first thing I did upon entering the convention was head straight to the Star wars "wing". There's really no way to describe just how much space Star Wars took up this year – they owned CC2010! A stroke of good fortune had the Her Universe booth right in the middle of it all, the most heavily trafficked area of the entire show. Awesome. Fangirls of all shapes, sizes and ages were lined up grabbing as much girly schwag as they could get their hands on. This will be a spark, for sure, of all sorts of fangirl-inspired, female-focused clothing lines. I caught up with Her Universe creator (and voice of Ahsoka Tano in Star Wars: The Clones Wars) Ashley Eckstein:

Attack of the Monster Studios

While Star Wars was everywhere, new title launches by major studios really dominated buzz generation. Leading the way was TRON: Legacy, the sequel to the awesome original. The line just to get a picture of the epic life-size Light Cycle was absurd. Granted, it was uber-cool. Yes, it was all very sexy and exciting but, to be fair, the major studios so overwhelmed the convention it seemed to detract from the underground feel of the show's roots. Comic books were literally and figuratively relegated to the corner unless, of course, they were Marvel or DC titles.

Just a Game?

Video games were a constant draw all around the center. They often had the biggest mega-booths. The difference with the game pavilions was an obvious and concerted effort to get fans to explore and (hopefully) endorse the new title. It was almost like a gaming convention with massive console set-ups and contests. It was all very player focused (in contrast to the movie studios which took a more drool-at-us-from-a-distance approach).

Takeaways

The fan's social graph made an entrance in this year's Comic Con. I don't feel it had a big impact yet, as the really clever strategies have yet to be devised. Warner Bros., for example, gave away exclusive schwag bags just to Foursquare check-ins but they ran out fast and it was a short lived phenomenon. Social Media was, therefore, just a tool to get the word out. The next wave of social graph interactive engagement has yet to hit. When it does, you'd better believe Carrot will be ready for it.