New York Comic Con
Funimation Convention Presence
As the first large in-person convention since the COVID-19 pandemic, Funimation used NYCC 2021 to tell fans that anime con culture is back in full force. With 3 booth spaces, 2 special events, and a variety of pop up activations, Funimation took over the convention and created an interactive place for people to belong.
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Thomas Roach
Art Direction, Graphic Design, Environmental DesignMarketing Genome
Production Partner
Video Summary
Opportunity
As the first large in-person convention since the COVID-19 pandemic, NYCC 2021 promised dattendees an environment created just for them, with tons of attractions to shuffle between.
However, we realized fans didn’t want segmented, isolated experiences after a year indoors—they were itching for a place to share together. Somewhere between the bustling crowds and cramped corridors, we needed to plant a flag and give our audience somewhere to belong.
Challenge
While NYCC serves as a home for all types of nerd culture, the convention has traditionally been focused on specific, mainstream fandoms.
With anime fans also in attendence, we needed to create an experience that reached all of these audiences and demonstrated that NYCC isn’t just for western IP: anime happens here.
Strategy
Our mission was to deliver a surreal manifestation of anime fantasy, so we created an idyllic, living world for fans to explore together—full of photo ops, live music and art, giveaways, Easter eggs, interactive experiences, live shoots, and more.
Our multiple booth locations and sporadic special events encouraged repeat visits, creating the feeling of a living experience.
Results
Funimation garnered nearly 8 million attendee impressions and ranked #1 in sponsor recognition from fans, beating out HBO, Netflix, SciFi, DC, and Amazon.
Spurred on by our own on-site cosplay photographer, fans also took the opportunity to flood social media with their own photos from the park. Across our social and editorial channels, we achieved nearly 12 million organic impressions and 600k engagements.
Documentary
Funimation's Lauren Moore and Nicholas Friedman are joined by guest host Cheyenne Ewulu and My Hero Academia voice actor Ryan Colt Levy to share a closer look at NYCC 2021.