Fans encounter training facilities, auction houses, quests and carnivals
As far as pop culture events go, San Diego Comic-Con is Mecca. In the beginning, fans flocked to the annual convention to explore their favorite media through exclusive panel content at the convention center. These days, they attend for the first-rate brand experiences that take place around the Gaslamp Quarter, too.
From the badge-holders, to the superfans who can’t get their hands on a ticket, activations at SDCC tend to welcome everyone into the fold. And without the constraints of a show floor to worry about, brands have the freedom to craft big, bold, money-can’t-buy fan experiences.
This year’s event, hosted July 23-26, was no exception. Training quarters, surprise game shows, auction houses and carnivals were all on the activation agenda. Join us for a tour of the landscape in part one of our SDCC 2026 coverage.
ADULT SWIM’S CARNIVAL ON THE GREEN
A staple of the SDCC scene, Adult Swim on the Green lived up to its irreverent reputation once more with a quirky takeover of Bayfront Park. By day, custom games, airbrush tattoos, carnival rides (like a “Rick and Morty”-themed version of the Scrambler called the “Rambler”) and exclusive giveaways for the first 700 fans to arrive were in the mix.
By evening, a central LED screen was used for fan screenings and stage programming, including live table reads, while a DJ Laser Dance Party capped off each night. To boot, Adult Swim hosted a one-night cosplay dance party with a live animation set by Afuchs Twin. (Agency: GDX Studios)
Photo credit: Sydney Valiente
ALIENWARE’S SURPRISE GAME SHOW
Returning to SDCC for the first time since 2018, Alienware showed up with a gaming lounge and product showcase at the Marriott Marquis San Diego Marina, where fans could try out the brand’s latest hardware and game titles, and win exclusive gear.
The head-turner, though, was the secret Alienware Game Show that took place on Saturday and Sunday of the convention. Each day, a select group of fans within the lounge were invited to compete.
Contestants were seated in a chair located behind a product showcase wall, which ultimately spun around to bring them face-to-face with a 100-person audience. Each participant had 60 seconds to answer as many gaming-related questions as possible, and depending on how many they got right, earned a chance to win the new Alienware 15 Gaming Laptop and forthcoming 39-inch 5K OLED gaming monitor. GG. (Agency: Who Is The Bald Guy)
Photos: Courtesy of Alienware
AUDIBLE’S LEVEL UP LOUNGE
Speaking of gaming, Audible made its mark with a player hub called the Level Up Lounge, located in the Gaslamp Quarter. The space was themed around its biggest LitRPG (a book genre that incorporates the mechanics of video games into sci-fi and fantasy novels) franchises, “Dungeon Crawler Carl” and “Bobiverse.”
Fans could stop by to participate in various activities for a chance to score experience points (XP), which were redeemable for exclusive “loot.” Highlights included a survival zone that had attendees recording a “Crawler Incident Report,” and a “Bobiverse” footprint inspired by the series’ interstellar communication network.
Stations for cosplay touchups and phone charging, plus curated photo ops and themed prizes, were also part of the lounge experience. (Agency: Civic)
Photo credit: Phil Faraone/Getty Images for Audible
DISCORD AND SONY’S ‘RESIDENT EVIL’ COLLAB
With Sony’s “Resident Evil” reboot hitting theaters on Sept. 18, and the recent launch of Discord’s Mission Quest campaign, the companies decided to team up at SDCC to turn a gaming feature into an IRL activation and film promo.
Discord’s new premium quest format lets brands become part of the gaming experience, allowing users to opt in to complete a custom experience tailored to the brand, like a story-driven challenge, and earn rewards as they play.
During Comic-Con, that concept came to life at Quartyard, where attendees watched the “Resident Evil” trailer and were plunged into Raccoon City through a meticulously designed indoor-outdoor environment (think: falling “snow” and graffitied payphone booths).
There, fans could embark on an in-depth multimedia scavenger hunt to win movie-themed prizes and score merch at the Discord Shop. (Agency: Sawhorse Productions)
Photos: Courtesy of Discord
GOOGLE PLAY’S AUCTION HOUSE
Last year, it was a human conveyor belt. For 2026, it was live auctioning. Oh yes, Google Play knows how to draw a crowd at SDCC, and this year, “The Auction” pop-up treated rewards members to exclusive perks and a unique experience.
Attendees had access to perks and ultra-rare collectibles from the likes of Marvel Strike Force, Crunchyroll, Backbone and Herman Miller. But real money was of no use at the auction house. Instead, the tokens that attendees earned on-site were the only currency. And they could be used to score rewards or to bid on items at a live auction hosted by Quenlin Blackwell, like an Emerald Gemagotchi necklace and a Herman Miller Vantum Gaming Chair.
Beyond the auction, attendees spun a giant gacha to snag collectibles, crafted custom tote charms and keychains at the charm bar and traded in their tokens at the rewards counter.
Photos: Courtesy of Google Play
HBO’S LANTERNS TRAINING QUARTERS
HBO took over two Gaslamp venues to promote two new series, “Lanterns” and “Stuart Fails to Save the Universe,” via explorable activations that turned attendees into active participants.
At Lanterns Training Quarters, visitors were recruited into the Green Lantern Corps and taken on an interactive journey through a recreation of the show’s setting in Rushville, NE. Along the way, they encountered daring, hands-on training exercises, uncovered mysteries tied to the show and battled for the opportunity to earn a custom Lantern ring. (Agency: NVE Experience Agency)
Then over at “The Comic Center of Pasadena,” the comic book store setting from “Stuart Fails” came to life through a multiverse-themed adventure encompassing a series of alternate realities, a chance to discover personal hero archetypes, environments inspired by the show and personalized keepsakes. Exclusive merch and photo ops were also part of the draw. (Agency: Acronym)
Photos/Videos: Courtesy of HBO Max/Acronym
HULU’S ANIMAYHEM
Hulu’s multifaceted Animayhem platform returned to Comic-Con for another year, this time to drop attendees into scenes from “Futurama” and “King of the Hill” at a Hulu Animayhem: Fandom Fuel Up activation located at Palm Trees Garden.
Fans who visited could participate in scenic, character-inspired photo ops, enjoy themed f&b, watch Hulu content on a large screen, score swag and, as the name suggests, relax and recharge in designated seating areas.
Photos: Courtesy of Hulu
MARUCHAN’S MARU-MART
First spotted at Coachella this year, Maruchan’s Japanese convenience store-themed MaruMart activation made its way to SDCC 2026 at the Interactive Zone at Petco Park. The instant ramen brand teamed up with anime series “Demon Slayer: Kimetsu no Yaiba” to host a celebration of Japanese culture and fandom.
Visitors could interact with claw machines, check out character cut-out displays, snag free Yakisoba samples inspired by “Demon Slayer characters and served in exclusive packaging, snap photos, score swag, and access co-branded merch available only at the activation. (Agency: Konnect Agency, p.r.)
Photos: Courtesy of Maruchan
PARAMOUNT’S GASLAMP TAKEOVER
Paramount and its subsidiaries were everywhere, and we mean everywhere, this year. In addition to a massive presence inside the convention center, the brand delivered the interactive Press Play Arcade, the multilevel Paramount+ Lodge traveling fan experience, a slime-infused Nickelodeon “Fun Flows Here” event, and a “SpongeBob” movie screening.
But it was Paramount Pictures that took the cake with one of the most buzzed-about experiences at SDCC 2026—a detailed “Ebenezer” activation in the Gaslamp Quarter featuring lively period actors and, the talk of the town, an in-character appearance from Johnny Depp, the star of the forthcoming film.
During the day, outside of the venue, which was a replica of Scrooge and Marley’s office, passersby could catch hourly shows featuring period actors (or, in the case of one lucky crowd, Depp himself), who engaged them in conversation. At night, the large, central window featured a Pepper’s ghost effect and falling “snow.”
The inside of the pop-up, which was not open to the public, but visible from the exterior when the drapes were opened each day, encompassed a series of carefully curated, period-specific scenes. Props from the film, animatronics, soundscapes and dynamic lighting all contributed to the authentic setting. (Agencies: 15|40, The Lodge; IHEARTCOMIX, “Ebenezer”)
Photo credits: Line 8 Photography (The Lodge); Courtesy of IHEARTCOMIX/Paramount Pictures; Katrova Media (“Ebenezer”)
SUPERCELL’S CLASH FOR THE STACHE
Supercell’s Starr Park activation at SDCC last year was a wild trip through an amusement park, and the quirky game developer was at it again in 2026. This time, the brand stood up a village from its mobile game, Clash of Clans, and invited attendees to duke it out in a Clash for the Stache.
Indeed, fans headed to Seaport Village Headquarters to participate in a 10-minute Challenge Room experience that had them embarking on a “raid” to rescue the Barbarian’s iconic mustache from the evil Goblin King.
Alongside the Archer Queen and a team of heroes, participants solved a series of interactive puzzle games to reclaim the stache. Along the way, they encountered themed merch, snacks, giveaways and photo-worthy vignettes inspired by the game.
The best part? Fans who couldn’t make it to Comic-Con can still participate in the activation through Sept. 7. (Agency: GDX Studios)
Photo credit: Sydney Valiente
