More experiential pop-ups, stunts and installations from across San Diego
The SDCC 2026 adventure continues in part two of our coverage from San Diego, where brands took up real estate across the Gaslamp Quarter from July 23-26 to transform their movies, shows, games and books into interactive, IRL fan experiences. Let’s dive in.
APPLE TV’S SILO
Apple TV transformed a vacant lot into the dystopian setting from its series “Silo,” and allowed small groups of fans to enter the multisensory, show-themed experience for a timed activation.
The exterior of the Silo was appropriately rusted out and ominous looking. Inside, brand ambassadors were in character, and attendees could explore easter eggs and eerie messaging in what appeared to be a massive building—a spectacle brought to life through reflective surfaces and lighting effects. Before the adventure ended, fans scored a commemorative pin to take home.
Beyond the fan activation, Apple TV enlisted rapper Common to perform a surprise, high-energy set in front of the installation. (Agency: Kamp Grizzly)
DISNEY’S CHARACTER JOURNEY
We voyaged through Disney’s “Percy Jackson and The Olympians” activation IRL last year, but when the Percy Jackson Experience returned at SDCC 2026, it was refreshed and reimagined for the third season, dubbed “The Titan’s Curse.”
First up, fans were invited to choose their own adventure by stepping into a larger-than-life trident and deciding whose path to follow—Percy, Annabeth or Thalia—across detailed sets and vignettes, with each prong yielding a different character-driven journey.
To boot, “prophecy-led” clues, easter eggs teasing the new season and exclusive giveaways, like Camp Half-Blood pins, were peppered throughout the mythical experience. (Agency: 15|40)
FUNKO’S QUEST FOR THE GRAIL
For “Fundays,” its biggest superfan event of the year, Funko took over The Rady Shell at Jacobs Park with a Quest for the Grail activation centered around a full-scale variety show that plunged fans into the sunken city of Atlantis.
Interactive on-stage games, like Atlantis is Right (a nod to “The Price is Right”) and Clam or No Clam (a take on “Deal or No Deal”); exclusive prizes and collectibles; appearances by entertainers like Shaboozey, Dee Bradley Baker and Jack Quaid; and opportunities to connect with fellow “funatics” were all part of the program.
Beyond the main stage, attendees interacted with roving costumed characters (including a “mer-fortune teller” that assigned mermaid names and roles), participated in photo moments, got temporary “squid ink” tattoos and enjoyed a fireworks show to end the evening.
On the way out, everyone snagged a “Box of Fun” containing a series of limited-edition Funko Pops. (Agency: NVE Experience Agency)
HASBRO’S CANDY LAND CAFÉ
Nostalgia and whimsy are on the menu at the first-ever Candy Land Café, a takeover of the Bayside Kitchen + Bar that strategically launched ahead of Comic-Con on July 9, and will close on Oct. 4.
In partnership with Bucket Listers, Hasbro erected a life-size version of the iconic board game that invites visitors to journey through a vivid environment marked by colorful sets, interactive moments and food that’s crafted to “match the magic” of Candy Land.
The excursion costs $24.50 and gets ticketholders a 90-minute seating, a $10 food credit and a $5 merch credit. The quirky fast-casual menu features comfort food with a twist—like colorful smashburgers, “lollipopcorn” chicken and a shareable “Chocolate Fun-due Experience.” Vibrant mocktails and cocktails featuring interactive elements and designed for sharing are on tap, too.
Attendees can participate in hands-on activities, like DIY gingerbread cookie-decorating and a Sweet Adventure Checklist that guides them through the space, and opt-in for surprise-and-delight moments, including drawing a mystery card that determines what the dessert trolley will serve them.
Visitors can additionally journey through King Kandy’s Candy Castle on the life-size board path, pose in front of oversized Jolly Gumdrops, walk through the Lollipop Woods tunnel and shop exclusive Candy Land merchandise.
Photos: Courtesy of Bucket Listers
NINTENDO AND BRISK’S ISLAND HIDEOUT
With the recent launch of Nintendo’s Splatoon Raiders, the brand partnered with Brisk Iced Tea at Comic-Con to activate “Island Hideout,” a place where gamers could cool down with refreshments, and get a first look at the new title.
Touchpoints included a Splatoon Raiders–inspired Ink ‘n’ Aim Challenge, hands-on demos on Nintendo Switch 2 consoles, a Brisk Iced Tea bar serving multiple “bold” flavors, and exclusive, co-branded merch, from tote bags to tees to koozies.
Photos: Courtesy of Nintendo of America
PLAYSTATION’S TRAIL OF DESTRUCTION
PlayStation’s Marvel’s Wolverine debuts this fall, so to get fans hyped during SDCC the company wrapped the Omni Hotel in 24,000 square feet of branding, and planted a “trail of destruction” on its lawn.
Fans waited in line for up to three hours for a chance to step into the bright-yellow footprint, where they could pose with a gigantic Proto-Sentinel head installation, cool off with Madripoor Sunrise Slushies (2,200 were served) and take home their very own Wolverine claws and a copy of the prequel comic to “Marvel’s Wolverine.” (Agencies: KAP Media Group; Adam & Eve)
SEGA’S CHAOS HUNT
To celebrate Sonic the Hedgehog’s 35th anniversary, Sega launched an IRL and online scavenger hunt, the Sonic Chaos Hunt, that tasks fans with helping the hedgehog and his crew track down and recover Chaos Emeralds scattered around the U.S.
Once all of the gems have been recovered, they’ll be used to power “Club Chaos,” a 35th birthday party to be held this October in Manhattan. And one of them was hiding in San Diego during the convention.
So Sega invited fans to join the hunt and head to the Gaslamp Quarter to sns with Sonic and Tails characters and an emerald installation, and scan a QR code for a chance to win exclusive rewards, including the grand prize: a VIP trip for two to the grand opening of Club Chaos, and an exclusive Leblon Delienne Sonic statue. (Agency: NVE Experience Agency)
Related:
- Comic-Con 2026, Part 1: How 10 Brands Activated in San Diego
- Inside the Meteoric Rise of Immersive Entertainment Experiences
