Geek Out at San Diego Comic-Con 2024 – Your Guide to the Buzziest Booths
by Julia Higgins
Self-proclaimed ‘geeks and nerds’ unite! After two cancellations from COVID-19, followed by the 2023 writers and actors’ strikes, San Diego Comic-Con 2024 is finally back and better than ever!
San Diego Comic-Con is a time for brands to shine – from creative, immersive booth experiences to revealing exclusive, new merchandise, Comic-Con has become more than just an event; it’s a pop culture phenomenon. Each year, massive entertainment companies and celebrities head down to San Deigo to bring their A-game (and then some).
If you couldn’t make it this year, enjoy this whirlwind tour of my top three activations that had everyone talking, snapping pics, and queueing for miles.
Abbott Elementary: ABC’s “Abbott Elementary” brought one of their most popular episodes to life at Comic-Con with the creation of ‘A.V.A. Fest’, an entire carnival full of games and prizes. As part of the activation, Comic-Con goers were able to check out rides and attractions inspired by some of the most beloved “Abbott Elementary” moments, including Gregory’s Garden Goofballs, Principal Ava’s “Finest One In, First One Out” swing ride, and much more. The over-the-top build-out was a hit, as it appealed to both those who watch the show and those just looking for a fun activity to do while onsite.
Funko: Playing off their reputation for having huge buildouts at Comic-Con, Funko pulled out all the stops with their very own ‘Funkoville International Airport.’ Fans were able to head over to the Funko-inspired airport to claim their ticket and map to explore Funko all around the convention center. Fans were encouraged to check out other vendors onsite that were showcasing Funko-licensed products and collect exclusive Comic-Con figures. Their ability to go beyond their booth to create an entire event experience while also highlighting their licensed partners made it one of my favorite activations!
The Bear: After sweeping this year’s Emmy nominations, “The Bear” served up a special activation at Comic-Con this year with the creation of a pop-up restaurant right outside the convention center. The interactive pop-up offered fans an immersive re-creation of the interior restaurant and gave away daily ‘chef’s menu specials’, which featured new, exclusive merchandise each day of the convention. Served on a silver platter, spotlighted items included branded aprons, toothpicks, etc. I loved that this booth let fans step into the fictional Chicago restaurant and gave them a spot to eat and relax while onsite.
And while not an activation, I have to give a special shoutout to Marvel Studios, who stole the show when it came to celebrity panels and brand announcements. With the Hollywood Reporter calling it “one of the biggest surprises in the convention’s history” Marvel announced the return of Robert Downey Jr to the franchise, as he will star as Doctor Doom in a pair of ‘Avengers’ movies. The reaction from the convention center was huge – and had everyone talking. With a crowd full of fans, this was the perfect space for Marvel to announce the news.
Interested in learning more about this year’s activities and booths? Check out the official site to see everything and anything Comic-Con! See you at New York Comic Con this October!