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Some shows at SDCC handed out T-shirts. Fox’s The Gifted gave away a genealogy test.
The X-Men-connected series leans into the idea of being different and celebrating diversity, and the activation encouraged fans to learn about themselves and embrace who they are.
Because the X-Gene is such a prominent part of the series, Fox wanted to give fans at Comic-Con a piece of their own unique ethnic origins, and teamed up with MyHeritage to offer a DNA kit that, in four to six weeks, will reveal attendees’ family histories.
The Gifted focuses on a suburban couple whose ordinary lives are rocked by the sudden discovery that their children possess mutant powers. Forced to go on the run from a hostile government, the family joins up with an underground network of mutants and must fight to survive.
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The activation began with billboards plastered around the conference that encouraged people to get tested for the X-gene, as Sentinel Services agents circulated throughout the Gaslamp distributing flyers.
Once on site, each person was laser-scanned, which involved standing in a plastic tube and being blasted by air and smoke.
Then, fans moved on to a testing station, where a nurse helped them complete a cheek swab and register for a genetic test—a $100 value.
Finally, they were ushered to a photo booth where the shareable image—represented by either an “I Got Tested” backdrop, or a wanted poster—determined whether they carried the mutant gene. One in seven had it, and also received a thumb drive with a special PSA (featured video shown above).Participants also received an email from MyHeritage explaining when their personal genetic profile will be available online.
The activation comes on the heels of Fox’s Upfront presentation in Manhattan, where nearly 250 guests at the post-party in Central Park were tested.
To date, The Gifted trailer has brought in 48 million views, more than any other new show on the network.
Alongside the SDCC initiative, Fox launched a corresponding #MutantsUnite activation designed as an empowerment movement of the resistance with hacks of PSAs across social media, hidden geo-fenced Snapchat filters, and a first of its kind Facebook AR experience for the show.
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