Based out of Los Angeles, Wizard World, Inc. produces gaming and pop culture conventions across North America. A fun and funky event, Wizard World Comic Con is a convention that celebrates the best in movies, television, gaming, live entertainment, comics, sci-fi, graphic novels, collectibles and much more. With celebrity, artist and author meet and greets, the experience gives die-hard fans a once-in-a-lifetime opportunity to see their idols in person.

SUCCESS STORY

How a massive local media blitz boosted ticket sales
for an annual star-studded pop culture event.

The opportunity

Each year, Approach Marketing partners with Wizard World Comic Con Columbus to dazzle central Ohio audiences as comics, celebs, cosplay and pop culture converge. While the annual event is a natural fan favorite, this occasion happened to coincide with the much-anticipated and well-attended, Ohio State Fair. To keep Wizard World Comic Con at the very top of people’s minds during the several weeks leading up to the event, we were tasked with generating anticipation around the event—including celebrities, graphic novels, illustration and entertainment—and turning that into tangible ticket sales.

The approach

Our two-fold approach was rooted in a deep understanding of the Columbus media market and the lasting relationships our consultants have built in our hometown. Our strategy was to position celebrities, artists and gaming icons as must-see attractions at the Wizard World Comic Con event and engage existing media partners to cover this fan opportunity for several weeks leading up to the convention.

The impact

Thanks to our deep media connections, we were able to keep Wizard World Comic Con front and center in that week’s competitive news cycle, earning more than 200 media placements, equaling 2.5 million impressions. The media placements were overwhelmingly positive and included several spots on Good Day Columbus, 10TV, NBC4, CD102.5 and The Columbus Dispatch.