The experience economy of TV promotion at San Diego Comic-Con

Abstract

This article analyzes the promotional function of pop-up branded entertainment experiences during San Diego Comic-Con (SDCC). I argue that these activations are part of the experience economy, in which affect-driven branded experiences in physical spaces and their mediation on social media become central elements of consumption. Through an analysis of several case studies, I reveal how three trends – the media industry’s recognition of fans’ importance, the development of experiential marketing, and the rise of immersive theater – crystalize in the form of the SDCC activation, making it a premier site for understanding interactions between Hollywood and fandom in the context of life in brand cultures. Overall, I consider the micro- and macro-levels of activations – moving from parsing entertainment companies’ drive to create immersive, interactive experiences and fans’ engagement with them to the larger context of industry–fan relationships – as significant strands in cultural debates around brands and media consumption.

Customer experience management in capsule hotels: a content analysis of guest online review

“…Past studies on CE have considered the angles of psychology, consumer behavior and marketing, offering new acumens to how information is processed by consumers based on heuristic stimuli with the possibility of activating consumption behavior (Carvalho and Alves, 2022; Jafari et al , 2020). There are three theoretical paradigms that these studies mostly stem from a experiential thought, which encourages a comprehensive outlook of experience that incorporates different experiential factors such as relate, act, think, feel and sense (Le et al , 2019) experiential economics thought, with focus on pleasures be subjected to during the evolution of products due to economic growth (Kohnen, 2021) which emphasizes the classification of attributes or products based on the context of purchase (Yoon and Lee, 2017). According to Le et al (2019), the general concept in all three paradigms is that those experiences occur as a reaction to marketing activities or experiences triggered pre- or post–purchase, due to direct assessment and involvement in events.…”