Sega's Comic-Con Activation Involves a 7-Foot Alien Egg

Brands promise to go big this week

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.