Approximately 150,000 people were in attendance at the mega fan-con, this year July 20-23, and brands from Hulu to Universal to NBC were waiting just outside the convention center to plunge them into the content, characters and worlds they love the most (even the elevators were immersive). Here’s what went down on the ground.

Steal these fresh consumer engagement ideas for your superfan experiences Attendance at San Diego Comic-Con was healthy, the convention’s most prolific experiential brands showed up.

Across the city’s Gaslamp District, major players, particularly from the entertainment sector, built expansive activations that were open to Comic-Con badge-holders and non-badge-holders alike.