sdcc product publicity campaign - Isabel...

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COMIC-CON FACTS San Diego Comic-Con 2018 July 19 – July 22

Transcript of sdcc product publicity campaign - Isabel...

Page 1: sdcc product publicity campaign - Isabel Insisabelinsolia.com/projects/portfolio/sdccproductpublicity.pdf · list headliners, performers, and talent (influencers) Define an event

COMIC-CON FACTS

San Diego Comic-Con 2018

July 19 – July 22

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Overview

• Originally showcasing primarily comic books and science

fiction/fantasy related film, television, and similar popular arts

• Now includes: Larger range of pop culture and entertainment

elements across virtually all genres

Genres

Began: March 21, 1970 (48 years ago)

Venue: San Diego Convention Center

Organized By: Comic-Con International

Filing Status: Non-profit

Video games

Webcomics

Fantasy novels

Manga

Toys

Collectible card games

Horror

Animation

Anime

Numbers

SDCC has been sold out for past 10 years

$82,800,000 spent by attendees (2014)

~167,000 attendees in 2015

= $496/person

2018:

48th Anniversary

of Comic-Con

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The EnvironmentCurrent Demographics

• Male to Female Attendance – 50: 50

Economic Culture of SDCC

• 70% of fans named shopping as top motivation for

attending cons

• Median range of spending: $100-$500 just on products

• <25% want cosplay gear

80% of attendees attend two or more fandom

events/year

>50% have been attending cons for over 5 years

Doctor Who

Show premiered: November 23, 1963

50th Anniversary: 2013

First new DW panel at SDCC: 2009

2018:

55th Anniversary

of DW

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As of: 2015

Comic-Con Attendees

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As of: 2/26/2018

Comic-Con Attendees

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As of: 2015

Comic-Con Attendees

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As of: 2015

Comic-Con Attendees

#1 = Print/Posters & original artwork

#2 = Books & comics

#3 = Toys, props, figurines

‘Big spenders’ attend 4 or more events/year

Only interested in new, exclusive items

• NO Doctor who posters (#1 item fans buy)

• Social media presence (no BBC Studios

account)

Problems (DW)

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As of: 2015

Comic-Con Attendees

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OpportunitiesNew target markets base on new products

New distribution channels

Nostalgic items

Large posters with famous Doctor quotes to give

to people & take photos with

Media Kit: To tell a story to engage readers (our history at

comic-con and why it makes an impact on fans who attend

even include quote from fan about experience

list headliners, performers, and talent (influencers)

Define an event hashtag, livestream merchandise reveals etc.

Encourage attendees to broadcast their experience on

Periscope or FB Live

#1 (78%) of fans splurge on prints/posters &

original artworks

#2 = Apparel

#3 = Toys, figurines, props, collectibles

#4 = Collectible books & comics

Fans Splurge On…

Ideas:

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0%

5%

10%

15%

20%

25%

30%

35%

Number of

Males

Number of

Females

Number of

Unknown

Gender

N.A.

Gender

20%

18%

15%8%

9%

8%

20%

2%0%

Age: Females

10 years to 18 years

19 years -25 years

26 years - 35 years

36 years - 45 years

46 years - 60 years

61 years -100 years

Birth Date = '1000-01-01'

Outside Age Range

NA

Age: Males

10 years to 18 years

19 years -25 years

26 years - 35 years

36 years - 45 years

46 years - 60 years

61 years -100 years

Birth Date = '1000-01-01'

Outside Age Range

Age: Unknown Gender

10 years to 18 years 19 years -25 years 26 years - 35 years

36 years - 45 years 46 years - 60 years 61 years -100 years

NA Birth Date = '1000-01-01' Outside Age RangeAs of: 2/26/2018

Doctor Who: Demographics

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BBC Product Demographics

Opportunities:

Food, drink & kitchen DW products

Alice Zhang T-shirt (print on t-shirt is original artwork - #1 item fans splurge on)

Tom Baker Blu-ray for classic Who collector

13th Doctor = female & demographic skewing female

Small items (keychains, tumblrs etc.) great for traveling

For our DW Buyers:

Average age 40-65

Classic Who Collectors

Metropolitan

Higher Income

Science Fiction

Movie Buffs

Book Lovers

For the Shop:

Average age range is 50+

Female Skewing (60% Female)

Affluent

Metropolitan

Love to travel

Book Lovers

News-watchers

Food and dining enthusiasts

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Competition

Not Attending

• Game of Thrones

• Marvel Studios

• Westworld

Movie Release Date Company

Mowgli October 2018 WB

Fantastic Beats 2 November 2018 Heyday Films- WB

Aquaman December 2018 WB

Lego Movie 2 Feb. 2019 WB

Godzilla: King of Monsters May 2019 WB

Shazam! April 2019 DC Films

Attending

The Expanse (SyFy) Stranger Things (Netflix) Krypton (SyFy Channel) Altered Carbon (Netflix) Star Trek: Discovery (CBS) The 100 (The CW) Legion (FX) The Walking Dead (AMC) Lucifer (Netflix) The Orville (20th Century Fox) Cloak and Dagger (Freeform) Britannia (Sky and Amazon) Castle Rock (Hulu)

TV Shows