NVE and Prime Video collaborated to translate all the comic classic’s original storylines, kinetic action, and inventive visual style into a live event. The idea: claim the most trafficked corner of the world’s largest comic convention, San Diego Comic-Con. The idea evolved into a three-part experience that invited convention badge-holders to step inside the series with a competitive journey through the most iconic settings from the show, custom-constructed with strategic touchpoints to educate and reward fans with exclusive show material and memorabilia.

For five days, press, talent, and “Citizens” alike gathered to enjoy Prime Video’s much applauded “Tick Takeover”.

Stationed across the convention center, the 3-part experience included a cool and shaded Prime Member Lounge, an interactive queue housed behind a 24-foot animatronic replica of the Tick’s head, and a scavenger hunt-like experience that took guests straight to the series’ action with gamified RFID technology. Additionally, Prime Video’s “Team Tick” took to the streets of San Diego to help Citizens stuck in a bind.

Citizens were challenged to become heroes the 4-room scavenger hunt through iconic locations of the show. Using RFID wristbands to gather “clues”, citizens celebrated the end of their journey with personalized Tick swag items and a 360 green-screen digital experience.

The experience received enormous attention on and off premise.

30,000 attendees experienced the activation for themselves, and top-tier media attention exploded attention outside event walls, garnering 2B+ media impressions, including The New York Times, The Los Angeles Times, Rolling Stone, The Huffington Post.

Strategically integrated content moments and shareable touchpoints engaged guests to earn the activation 300k+ social media impressions.

RFID surveys implied that after attending each activation, consumers felt more inclined to engage with the brand. The experiences collectively proved positive impact on brand sentiment, positive brand perception, and increased propensity of future viewership of Prime content.