The new San Diego Comic-Con is as much a marketing machine for Studios as it is a comic fan convention. That’s not a bad thing, but it does mean that if you want to stand out amongst the hype, you have to be creative. What’s more creative than HGTV, I ask you? How about Tim Burton? Exactly. Imagine what would happen if HGTV and Disney came together to promote the next film from Tim Burton – Frankenweenie. You’d have an Electrifying Garden, that’s what.
HGTV is collaborating with Disney to create a garden inspired by Tim Burton’s “Frankenweenie,” a stop-motion animated feature film that was filmed in black and white. The event will take place at Comic-Con International, the largest comic book and popular arts convention, where the Hilton San Diego Gaslamp Quarter lawn will be transformed into a 3,500 square-foot HGTV Electrifying Garden from July 12-14. Open to visitors between 11 a.m. and 8 p.m. PT, the exhibit will showcase the beauty of black and white with more than 20 dark plants growing amid low-lying fog, pet tombstones and other striking oddities in the pet cemetery-themed garden.
Guests entering the garden will be enveloped in the ultimate Tim Burton fan experience as they wander the rolling hills and pathways of the New Holland Pet Cemetery – a key location in the film. Visitors to the exhibit can learn more about the plants featured in the garden; enjoy unique photo opportunities and other interactive elements.
“Comic-Con offers a perfect setting for us to recreate the plant life and outdoor spaces in the same tone as the distinctive and visually stunning ‘Frankenweenie,'” said Denise Conroy-Galley, senior vice president, marketing and creative services, HGTV. “We couldn’t pass up the opportunity to work with Disney to develop this extraordinary experience for fans of HGTV and Tim Burton. Our presence at Comic-Con is part of our larger experiential marketing strategy aimed at targeting occasional and new HGTV fans in unexpected places, in organic ways.”
Throughout the HGTV Electrifying Garden, guests also will have the opportunity to view custom content from “Frankenweenie” and collect pins, seed packets and other premium gifts from HGTV and Disney.
If you’re going to SDCC, we’d love to have a report from the scene.
Previously: Guide to finding Disney at Comic-Con.