For the last couple years, NBC has made San Diego’s Gaslamp Quarter its home, and this year is no different, as the network is ushering Blindspot into the fold and is re-introducing Heroes Reborn.

“For us, Comic-Con is the Super Bowl of television marketing. If the show is a priority for us, we have to be here. When we’re anticipating a fall launch, this is really the start of the campaign. We want to make sure there’s press down here, there’s rabid fans, and we need them to be brand ambassadors leading into the fall, so we want to give them a really cool experience down here that they’ll talk about, and give them digital experiences that they’ll share with their friends,” said Julie Moore, vice president, marketing strategy, NBCUniversal.

Blindspot, an amnesia ridden cop drama starring Thor’s Jaime Alexander, has taken over the Tin Fish Restaurant across from the Convention Center, offering fans a chance to get tattooed, and to get photos with a completely tattooed torso (and feverishly share the evidence on the show’s Twitter). After getting tatted up myself, I wouldn’t be surprised if tattoo sales skyrocket, because Jaime Alexander isn’t the only person who looks great with tattoos plastered all over their body.

In addition, many Jaime Alexander look-alikes are wandering throughout San Diego, completely tattooed. Their bodies bare a simple direction: Text 36500. Afterwards, fans will be given instructions on how to enter to win $1,000.

For Heroes Reborn, NBC has teamed with V Squared Labs to create a next-level Comic-Con experience, utilizing NVIDIA’s GameWorks special effects and 4-D technology. For a few minutes, every visitor will become someone with powers thanks to the immersive experience. In my case (and everyone’s case), we become someone with glorious pyrokinesis.

This activation marks the birth of the show’s marketing campaign.

“Heroes, in its last run, was here for four years. Now Comic-Con is basically our coming out party for the return of Heroes Reborn, so it’s critical for us. Also, all of our competitors are down here, so it’s important we be down here with them as well,” Moore said.

In addition, the pop-up offers the “Heroes Gallery,” featuring props and costumes from the original series, including HRG’s horn-rimmed glasses, and The Cheerleader’s infamous bloody cheerleader costume.


The excitement only ramps up from here on out.

“On Sunday, we’re going to release our first trailer and then that trailer will be featured in cinemas, and across multiple platforms,” said Moore. “We’ll do another big promotion likely for Heroes in the fall. Maybe a screening series; we’re still finalizing our plans. The momentum doesn’t stop coming out of Comic-Con. It’s actually critical that we maintain momentum so we don’t lose the audience excitement,” Moore said.

Blindspot premieres Monday, Sept. 21 at 9/8c and Heroes Reborn arrives Thursday, Sept. 24 at 8/7c.

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