UCSD Comic-Con Takeover.

Every year, a crazily-cosplay-ed horde of 100,000+ attendees converge on San Diego Comic-Con for a few days of nano-galactic nerd-ery. And since the 40,000+ brainiacs at UCSD have a habit of taking the ‘fiction’ out of science fiction, we thought it would be a good idea to encourage them to crash the party. So, we took over…no—we conquered Comic-Con. 

We deployed student street teams wearing tinfoil hats and sandwich boards covered in eye-catching street graphics and engaging headlines. We plastered everything in plain sight with messaging—bar coasters, mailboxes, storefronts, instagrams, website takeovers, and so on. We also got a ton of free exposure by placing our wild postings over existing advertising we already had out in the world for the  “Break Things Better” campaign. This allowed us to lather propaganda on MTS trolleys, outdoor boards, and trains stations for free.  On This day, the nerds won.