Hundreds of fans crowded outside San Diego’s Spreckels Theater before a taping of Conan O’Brien’s Conan, screaming as Game of Throne’s Kristian Nairn (Hodor), along with eight other cast members, made their way inside for a guest appearance on the show.

After the taping, the “White Walker Conan” Pop! Vinyl figure handed out to audience members was a hot commodity, with scalpers offering up to $80 for the toy. (It later sold on eBay for $180).

“Conan has a special connection to the fans here,” said Jenn Cohen, SVP, entertainment content partnerships, Turner Ignite.

It’s a connection that the network enhanced this year with the AT&T-sponsored Conan360 Live Pre-Show, hosted by comedy duo Chris Redd and Moses Storm.

Shot from the rooftop of the theater, the Conan team used multiple cameras positioned throughout the venue to capture fans from all angles in 4K 360-degree video.

They then worked to seamlessly integrate the VR footage into a live linear format, creating a unique, first-of-its-kind experience for viewers that including access to content such as bonus interviews and behind-the-scenes footage—like the high-intensity moment when Nairn entered the theater.

“Literally being able to direct where the camera is filmed from, they can toggle through and see the audience,” Cohen said.

With so many people in cosplay, SCDD also visually lends itself to a 360 experience, and the Conan team has been perfecting their use of the immersive format at Comic-Con since first attending in 2015.

This year’s first ever pre-show ran across Team Coco’s social handles, was optimized for most VR headsets, and once again positioned Conan on the forefront of technology as virtual reality becomes a growing platform for networks to engage with fans.

“Now more than ever you can tap into that,” Cohen said. The passion that dominates at events such as Comic-Con is a testament to the power of fandom. SDCC is quickly becoming a marketing staple for Turner as the network continues to build brand partnerships with companies such as AT&T, whose sponsorships drive fresh, authentic content like the pre-show.

Comic-Con also provides Turner executives the chance to see first hand how certain demographics engage with various shows, helping to identify crossover viewers, and leading to new ideas and fan-based marketing opportunities.

“You can basically retarget them,” Cohen said, “and each year start to grow that audience.”

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