Geek & Sundry Goes Big With San Diego Comic-Con Activations

It's not about number of views but the 360-degree experience

Digital entertainment company Geek & Sundry is gearing up for a jam-packed schedule during this year's San Diego Comic-Con International, starting with a hosted space where its fans can meet the network's stars and see upcoming previews.

"Comic-Con is where our fans live and breathe," Geek & Sundry co-founder Sheri Bryant stated.

The two-day lounge, which will be held on July 24 and 25, has already attracted big name sponsors including Microsoft Surface, Wizards of The Coast, Logitech G and AMD for Dragon Age: Inquisition. The events will be held outside the main Comic-Con headquarters at nearby Jolt N' Joes.

Bryant, Kim Evey and actress Felicia Day founded Geek & Sundry in 2012 as part of the YouTube Original Channel Initiative. The nerd online network grew in prominence thanks in a large part to Day's The Guild, a comedy web series based on friends who play a MMORPG (massive multiplayer online role-playing game) called The Game. Since then, the channel is now at 1.4 million subscribers, boosted by its shows including TableTop and Spellslingers. And, it's betting upcoming shows like Morganville: The Series, an adaptation of the vampire teen books by Rachel Caine will add to that number.

Bryant pointed out that the success of Geek & Sundry has a lot to do with the fact that companies are now focusing less on views as a metric, but on which digital shows have the most loyal viewership. This weeds out fluke viral hits and highlights premium content that will sustain a fanbase. And, real-world activations like the Geek & Soundry lounge can show marketers just how tuned-in its viewers are. 

"I feel like brands are getting down on this old-school traditional thinking of views. That’s not necessarily what’s the highest value to them," Bryant explained. "It's really a 360-degre experience and who can provide the most engagement."