Digging in with Disney: HGTV breaks new marketing ground at Comic-Con
At HGTV, we get around a lot, and not just in our homes and gardens. The HGTV brand is a big consumer draw. We’ve seen that this year at the massive South by Southwest event in Austin, Texas, and at the CMA Music Fest in Nashville.
This week, HGTV hits the road for San Diego and Comic-Con International, the largest comic book and popular arts convention. What does HGTV have to do with comic books, you ask? Well, these big events are turning into major meccas for pop culture enthusiasts. For HGTV, that means another opportunity to engage new fans and share the HGTV experience.
At Comic-Con, we’re partnering with Disney to create a garden inspired by Tim Burton’s “Frankenweenie,” a stop-motion animated feature filmed in black and white and due to hit theaters this fall. We’re converting the Hilton San Diego Gaslamp Quarter lawn into a 3,500 square-foot HGTV Electrifying Garden, showcasing the beauty of black and white with more than 20 dark plants growing amid low-lying fog, pet tombstones and other striking oddities in the pet cemetery-themed garden.
It’s quite the experience. Guests will wander rolling hills and pathways of the New Holland Pet Cemetery – a key location in the film. They’ll learn more about the plants featured in the garden, enjoy unique photo opportunities and other interactive elements.
“Comic-Con offers a perfect setting for us to recreate the plant life and outdoor spaces in the same tone as the distinctive and visually stunning ‘Frankenweenie,’” said Denise Conroy-Galley, SVP of marketing and creative services at HGTV. “We couldn’t pass up the opportunity to work with Disney to develop this extraordinary experience for fans of HGTV and Tim Burton.”
You’ll see the power brands of Scripps Networks Interactive in lots of places beyond your television screen. Travel Channel’s own Toy Hunter, Jordan Hembrough, will participate in a panel discussion at the Star Wars Celebration in Orlando next month. Food Network and Cooking Channel regularly wow the masses at the South Beach and New York Wine & Food festivals year after year. GAC hits CMA Music Fest and a half-dozen other large country music events every summer.
The experts call these experiences “consumer touch points.” We simply see them as wonderful opportunities to get closer to our fans and learn more about the things they care about most.