Knights of the Frozen Throne at San Diego Comic Con

/ Work / Blizzard

Driving interest at the country's largest and busiest pop culture convention.

Creating Advantage

23 media appointments in two days; 50+ media attending the Citadel or Hearthstone Tavern

70+ articles

12,000 visitors to the Ice Cream Citadel, creating the longest line of all interactive experiences at Comic Con

14% increase in users per day and 9% increase in sessions per day on

Project Leader

At San Diego Comic Con, Blizzard sought to promote Knights of the Frozen Throne, an expansion to the successful Hearthstone saga. Efforts focused on  a series of experiential marketing activations, including a pop-up ice cream shop dubbed The Ice Cream Citadel, pedicab rides, a Hearthstone Tavern Fireside Gathering, and the release of a Knights of the Frozen Throne comic book series.  

Knowing that we would have to compete for attention with the likes of Ben Affleck, Gal Gadot and the Game of Thrones cast, we focused on creating compelling experiences and visuals for the media, such as access to cosplay star Jessica Nigri, and a fully outfitted Lich King – the star character in Knights of the Frozen Throne.