Webtoon is one of the most innovative, forward-thinking—dare we say “disruptive”—digital companies in entertainment, offering a platform as unique as each of its “Creators”. Webtoons are a type of digital comic that are growing in popularity due to their unique scrolling vertical format, making them ideal for smartphones. Webtoon has capitalized on this popularity with an app platform for creating and sharing user generated content, and by monetizing popular content and contributors.
Following the success of a brand presence at comic conventions in 2017, Webtoon has partnered with EMC for an even larger presence in 2018, increasing participation from two events to five. Webtoon came to EMC wanting to gain visibility for their brand and capture top talent. As their agency partner, EMC’s strategic approach was to provide a show-stopping exhibit booth, a team of talented brand ambassadors, and exclusive merchandise.
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EMC spent time in the upfront planning stages to truly understand Webtoon’s objectives and develop the booth layout and flow. EMC was asked to design, develop and build a booth that offered a more complete brand experience for attendees. The booth’s modular construction is built to accommodates onsite activities in separate functional areas: Creator meeting and signing counter, Green Room, portfolio review room (to critique aspiring artists’ works and identify new Creators), merchandise counter, photo booth, TV monitors for showing content and schedules, and app-enabled tablets. The walls of the exhibit draw-in attendees with large displays of Creators’ artwork and daily schedules. The keystone of the booth is a custom built, bright green, 5-foot by 5-foot rotating sign that “hovers” overhead. The new booth was first unveiled at C2E2, in Chicago, to a crowd of over 80k attendees where it dominated the show floor and towered over other booths.
Webtoon extends their reach by combining a physical presence with digital advertising. EMC implemented geofencing technology to serve digital ads to targeted audiences in Charlotte for HeroesCon. To drive interest and recruit new artists, we geofenced comic stores and art schools within travel distance of the show. This strategy delivered over 1,000,000 highly targeted impressions in their target area.
Convention attendees love free swag! Webtoon has plenty of it, and EMC manages all of it onsite and post-show. Brand ambassadors have handed out over 10,000 stickers, temporary tattoos, bracelets, posters, photos, pins, pop-sockets, and swag bags. The free bags are such a hit that attendees snatch them up within the first hour of each show. We even see attendees using them to carry the show’s bag. That’s some guerrilla marketing for you!
EMC is a strategic partner and provides turnkey logistics services for the events—from preparation and planning to design and execution. Webtoon has full access to the EMC team so that every detail is covered. This is reinforced with recurring weekly status meetings and almost daily calls leading up to an event. This service extends onsite to facilitating booth construction, managing inventory, on-boarding brand ambassadors, and overseeing operations through the show. EMC manages every detail of the footprint, from the construction down to the furniture selection, custom water glasses, and color-coordinated white and green M&M’s!
Perhaps you’re considering a convention or trade show, or want to provide consumers deeper engagement with your brand or product. EMC Outdoor is your partner and one-stop shop for bringing next-level exhibitions and experiences to your audience. We provide full-service management and execution of every detail. Contact us below to find out more!
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