NBC went all out this year for its Comic-Con activations. The peacock network took over its usual high-traffic hot spot directly across the street from the San Diego Convention Center and had a trifecta of attractions for fans of NBC comedies Brooklyn Nine-Nine, Superstore and The Good Place.
The most immersive and interactive of the trio belongs to Brooklyn Nine-Nine, which literally throws you into the madness of the 99th precinct’s bullpen complete with the desks of each character. Essentially, it’s an escape room. After being “recruited” and going through an orientation (meaning a live actor and a pre-taped bit featuring show stars Andy Samberg, Terry Crews and Joe Lo Truglio) visitors are split up into teams and enter the wilds of the 99th precinct bullpen full of characters. Each is assigned a team leader who guides four investigations around the space. The first team to solve all four and crack a code wins. It is quite on-brand for the cult favorite comedy.
For Comic-Con, the lobby of the Hard Rock Cafe in the Gaslamp Quarter has transformed into the fictional Cloud 9 store from Superstore. Hotel check-in kiosks look exactly like Cloud 9 checkout counters. Across the way is a Cloud 9 set up with cleverly placed products from other NBC series including Dunder Mifflin paper, Sabre products (the Pyramid!) and Schrute Farms Beets (also from The Office) as well as an oversized Sweetums candy bar from Parks and Recreation. Sadly, none of it is really for sale — but on the plus side, you can take a photo of yourself as Cloud 9 employee of the month.
To end the NBC Comic-Con activation trio is the “Interdimensional Hole of Pancakes” from The Good Place. NBC transformed a restaurant in the Hard Rock Cafe hotel into a fully functioning “IHOP” restaurant with themed food and drinks from the popular series. And every 30 minutes or so, a beam of lights invades the restaurant, giving that bizarre Good Place feel.
Also, tucked away in the corner of the Gaslamp is a Seinfeld setup of vending machines that include Junior Mints — something Kramer would love.
Comic-Con officially kicks off today and continues through July 21.