The Five Best Brand Activations We've Seen at Comic-Con

There's expensive marketing, creative marketing, and then there's Comic-Con, where brands shoot the works on pricey stunts from free food to set recreations to lavish parties. (Ubisoft has a boat for its Assassin's Creed franchise that fired cannons over the water outside the San Diego Convention Center yesterday, briefly resulting in worries that a bomb had gone off.) So, here are the five best gimmicks we've seen so far—gags that go beyond inflatables and exclusive footage.