Recognizing that Comic Con has become a hotspot for brands, we didn’t want to be just another brand on the show floor, we wanted to offer con-goers an experience. With that in mind, we created Line Insurance – a service that no Comic Con had ever seen before.

We used Twitter to bring Line Insurance to life – Tired and hungry line victims simply tweeted their location with #LineInsurance and we sent a trusty line-holder dressed like Flo to save their place in line. But we didn’t stop there… In order to play even further into the Comic Con cosplay world and make our brand more relatable to our target, we threw a semi-creepy, ultra recognizable unicorn head on them and called it a Protector-Corn. And it turns out, 20 Flo’s wearing unicorn heads, is actually pretty funny…especially to New York Comic Con goers.

Although this activation came to life on the New York Comic Con show floor, all of the transactions happened via Twitter. In order for con-goers to request a line holder (a Protector-Corn), they simply had to tweet their location with #LineInsurance.

Next, we created a Command Center where our staff tracked and responded to the tweets coming in and dispatched the various Protector-Corns to different lines. We created a beacon that people in line would hold up so that the Protector-Corns could find them. While holding someone’s spot, the Protector-Corns danced, played trivia with the surrounding people in line, and handed out A LOT of swag.

• 6.1 Million Earned Impressions

• Served over 2,401 Con-goers

• 439% more Twitter mentions than competition