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2017 Recap
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Without fail each July, the most eclectic melting pot of geeks, advertising madmen and A-list celebrities descend on San Diego’s Gaslamp District for Comic-Con — the world’s biggest celebration of comic book culture.

This year’s was the biggest SDCC yet, touting over 130,000 paid attendees, which doesn’t even account for the thousands more who flooded the downtown Gaslamp District. The convention center extends across 460,000 square feet, with nearly 1,000 vendors showcasing their latest and greatest. Across the street, there were hundreds of activations put on by brands, similar to the scene in downtown Austin during SXSW.

MullenLowe Mediahub took a trip to SDCC this year to let our inner nerds out and provide an insider’s look on the four-day event. Here’s our recap of key trends and takeaways: