San Diego Comic-Con 2017
“The fan’s excitement in the room during the show around the Chromebook mentions and the giveaways was amazing!...None of this could have happened so seamlessly without each and every one of you!”
-Hanna Schmitz, Starcom Mediavest
An Event by Movie Fans for Movie Fans
ScreenJunkies Central returned to Comic-Con for its second year, once again giving SJ fans a front row seat to live episodes of their favorite shows and the chance to hear from some of the most creative minds in entertainment today. Held at the House of Blues in downtown San Diego, ScreenJunkies went even bigger in 2017, selling out the 1,300 seat venue with diehard fans who came to see Honest Trailers Commentary with the creator/director of Deadpool, Celebrity Movie Fights with Kevin Smith and Elijah Wood, and much more. For ScreenJunkies fans who were unable to make it to San Diego, the entire show was livestreamed on YouTube to SJ’s 7.5MM+ subscribers.
To support the recent launch of the Chromebook Plus, a lightweight tablet released in partnership with Google, Samsung sought an immersive on-site activation that would showcase the product’s newest features to consumers at Comic-Con.
To extend the campaign’s reach beyond the live activation, Samsung wanted to own relevant ScreenJunkies content surrounding Comic-Con on both Facebook and YouTube.
ScreenJunkies Central: The Live Event
After the massive success and fan-acclaim surrounding the ScreenJunkies Central debut in 2016, 2017’s event sold out months before Comic-Con. Samsung was able to leverage this fan enthusiasm, as well as ScreenJunkies Central’s immersive environment, to let fans demo the Chromebook Plus firsthand.
Samsung’s live activations and product placement seamlessly complimented both ScreenJunkies’ entertainment content and the theme of Comic-Con—creating fun and memorable experiences for attendees.
- Celebrity Movie Fights contestant names on Chromebooks
- Samsung game room
- Movie/TV trivia stations
- Chromebook caricature artists
- 3D photos projected onto Chromebook wall
- Chromebook Plus fan giveaways
- :30 pre-show commercial
- Co-branded tickets and sweepstakes
Owning Comic-Con Content
For the 9MM+ ScreenJunkies followers unable to attend, Samsung reached those fans through 14 livestreamed/on-demand episodes of SJ shows and breaking news.
The branding included:
- Celebrity Movie Fights with Kevin Smith and Elijah Wood
- ScreenJunkies News interview with Channing Tatum, Colin Firth, and other Kingsman 2 stars
- DCEU breakdown with ScreenJunkies friend and creator/writer of Dirk Gently’s Holistic Detective Agency and American Ultra, Max Landis
- + many more
ScreenJunkies also created 3 custom Facebook videos that were compelling, relevant to Comic-Con, highlighted the Chromebook Plus features, and put the tablet directly into the hands of consumers at Comic-Con.
The custom videos featured:
- On-location cosplayer drawing challenges
- On-location cosplay superhero trivia
Named in "25 of Best Things We Saw at Comic-Con"