The challenge
At major events like Comic-Con, where experiential marketing activations attract thousands of attendees, long lines signal excitement and popularity. However, when wait times become excessive, they can lead to frustration and missed engagement opportunities. With demand surging, attendees faced wait times of up to two hours, leading to:
- Unclear wait times. Fans quickly grew impatient with unpredictable wait times.
- Missed brand engagement opportunities. Attendees were stuck in line instead of interacting with the brand.
- Unprepared fans. Long lines and inefficient communication channels meant attendees weren’t properly onboarded for their experience.
The solution
To create a seamless, theme park-style experience, HudsonGray implemented NextMe’s virtual waitlist technology to help manage the SYFY activation at Comic-Con.
- Real-time updates. Attendees received real-time updates on their wait status, allowing them to plan their time and stay excited for the experience.
- Freedom to explore. Instead of standing in a long static line, fans could explore other brand activations while staying connected to their place in line via NextMe’s virtual waiting room.
- Expectation setting & onboarding. NextMe helped organize and prepare groups in advance, making sure the Trolley Trivia & Karaoke Tour operated at full capacity and on schedule.
The results
- 25% increase in brand engagement. More fans participated in the activation while staying immersed in the SYFY brand.
- Higher attendee throughput. NextMe ensured the activation ran smoothly, allowing more guests to experience the tour.
- A more enjoyable fan experience. Attendees felt in control of their wait time, reducing frustration and keeping excitement levels high.
“NextMe transformed our event logistics. Attendees loved the seamless experience, and we saw a massive boost in participation and engagement.”
