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Comic-Con kicks off on Thursday in San Diego, and brands will no doubt try to out-do one another on the premises in and around the city's Gaslamp Quarter downtown district. Indeed, whether it's this week's confab, Cannes, South by Southwest Interactive or CES, these so-called activations—the brainchildren of deep-pocketed marketers—have become a significant attraction for passersby.
Adweek got a sneak peek into what Sega will be up to at the Comic-Con extravaganza. The San Francisco company will be promoting Alien: Isolation, a video game that has been described as a "first-person survival horror stealth fantasy."