KAP Media once again unveils huge building wraps during San Diego Comic-Con

The San Diego Comic-Con (SDCC) 2024 event saw the KAP Media  once again unveiled a series of huge building wraps with advertisements for Abbott Kinney, The Walking Dead’s Daryl Dixon and more.

KAP Media which has been in business for over 20 years, has had a major presence at San Diego Comic-Con since 2012, assisting large brands with OOH presence just as hundreds of thousands of people pour into the streets of San Diego. This year, they handled 25 projects from AMC (Daryl Dixon and Interview With The Vampire), Paramount+ (Star Trek), ABC (Abbott Elementary), NBCU (Olympics) and more.

Speaking about how the advertising clients view the impact of building wraps, Kelly Reynolds, Partner, KAP Media told Media4Growth: “Brands see great value and impact from their building wraps at SDCC. The larger than life walls and elevator takeovers amplify a brand/advertiser messaging and promotion of what they are doing inside the Convention Centre with panels and booths as well as experiential activations around town. Fans and stars alike get excited to see what a brand will be promoting outside the Convention Centre which adds to the excitement of Comic-Con.

“Our clients renew their placements months in advance of the event to be sure that their content will be larger than life in the sky above these crowds. Often times our wallscapes are displaying artwork that has never been seen before or was designed specifically for SDCC.

“In addition, super fans come into town days early to capture photos and post online so that their community can guess who is advertising and what the full creative could be. Beyond the fans, these walls impact the executives and major talent that attends the show. During a panel for ABC’s Abbott Elementary (one of our wallscapes at Petco Park), the lead actress Quinta Brunson was asked “what has changed” and she answered “There is like a 50’ billboard outside of me!”.

SDCC 2024 had a sizeable audience. Speaking size of the target audience, and what creative strategy was employed, Lori Brabant, CEO, KAP Media, said, “There were close to 150,000 fans that get the chance to attend the official Comic-Con convention. Additionally, there are thousands of people who come downtown to visit the exterior public activations and get a glimpse at the wallscapes. On top of those attending, vehicle and local traffic for those that work the event add to the impression numbers.

“Beyond the in-person moments, KAP has strategically invested in talented photographers, videographers and drone footage that allows us to rapidly share content of the wallscapes for our brands, hotels and partners to publish on social channels allowing fans around the world to admire the art. We estimate over 1MM+ impressions over the course of the show.”

On the future of building wraps for brand promotions, Lori said: “We believe the future of building wraps for brand promotions during cultural events like San Diego Comic-Con is very bright and will only grow and become more creative. Brands have already incorporated lighting into the wallscapes, have added QR codes and are looking at adding props and other custom builds to make it more engaging for consumers. The sky’s the limit!”