The Experience Economy During Covid-19: Virtual Activations at Comic-Con@Home
Melanie E. S. Kohnen
Transformative Works and Cultures · 2022
doi:10.3983/twc.2022.2325 (opens in a new tab)
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Abstract
I examine how industry and fans reassessed the value of TV promotion in the form of activations—branded pop-up in-person experiences that promise immersion into storyworlds—as they transformed into online events during Comic-Con@Home in 2020 and 2021. I highlight the industry's expansion of first-party data collection from and tracking of fans in virtual activations.
Abstract licence: CC BY
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