The term SWAG has evolved over the years, but in the purest definition, SWAG is a promotional giveaway used to create awareness and/or encourage a purchase…
It feels like you’ve hit the jackpot when you get SWAG related to something you enjoy or are anticipating.
And it can be even more exciting when you happen upon SWAG relating to something you’re totally unfamiliar with, yet intrigues you to explore further.
Some SWAG is better than others, but honestly, I don’t think there’s such a thing as “bad” SWAG!
And as a marketing device, SWAG works!
My experience with Ready Player One (RPO) is a great example of the power of SWAG…
Ready Player One hits theaters March 29.
The movie is an adaption of Author Ernest Cline’s novel of the same name. Though the book was an immediate hit upon publication in 2011, RPO didn’t get on my radar until 2015.
That year, I stumbled upon a line while walking the San Diego Comic Con (SDCC) exhibit hall, and I was fortunate enough to get ensnared by publisher, Penguin Random House’s RPO promotional signing, with Cline.
The line for the signing stretched sooo far past the Penguin Random House booth, that its origin and reason for formation, was totally unclear. But with so many eager faces in line, my FOMO demanded I step to the back, and find out who/what waited at the other end!
As Penguin Random House employees walked the line, handing-out softcover copies of RPO, I struck-up a few conversations.
I asked what RPO was about, and found myself becoming more and more excited as I was told of the book’s dystopian future, the ‘80s nostalgia, the virtual world landscape, and the little guy vs evil corporation plot devices.
When I got to the front and handed-off my book to be signed by Mr. Cline, he was gracious, friendly, and a great ambassador for RPO.
I left the signing feeling extremely enthusiastic, and when I got home, I started reading immediately…
Not surprisingly, I loved the book, and couldn’t resist being vocal about it.
I told everyone I know IRL…
I told everyone on my Twitter feed…
I recommended it at every opportunity…
And though I stopped short of giving away my signed copy, I’m absolutely positive I am responsible for getting AT LEAST three people to read RPO.
With a crowd pleasing property such as RPO, I’m sure my experience isn’t unique. And it’s easy to envision the publisher’s exponential positive return-on-investment from bringing Cline to SDCC, and giving away signed copies of his book, as SWAG.
In 2017, this strategy was mimicked on a larger scale when Warner Brothers Pictures brought their RPO movie promotional campaign to SDCC. The campaign included a panel/autograph signing with Cline and several of the talent associated with the movie, including Director Steven Spielberg!
This time around, I was a 2-year-veteran, Ready Player One fan, and the signing was a highly anticipated, can’t-miss event for me!
However, this second RPO SWAG opportunity was a far-cry from the easily-attended event that was the 2015 book signing.
Movie and television autograph signings are notoriously difficult to attend at SDCC.
Getting these autographs require double-digit HOURS waiting in line, overnight, for a CHANCE at an early morning drawing, that’s riddled with line-cutters and a suspiciously large number of ADA badge holders (who receive preferential line access)!
Though this scenario deters most attendees from autograph seeking, there still are quite a few (hundreds) people vying to pull a wining ticket, from a blind-bag drawing.
And in 2017, I was among those who were willing to take the chance that luck would be on my side.
I mean… it was for Ready Player One- my favorite novel of the past two years!!!
And it was for Steven Spielberg- one of my favorite directors of all time!!!
For me, the hardship endured was worth the risk of possibly walking away empty-handed.
Fortunately, luck was on my side…
And after sticking my hand in the bag and drawing a ticket, I walked away with one of the coveted wristband that entitled me to join the winning group at the Warner Brothers exhibit booth later that day, for a signing with Cline, Spielberg, and several others.
At the signing event, I had a great time briefly exchanging pleasantries with Cline and the creatives behind the RPO movie!
I couldn’t help but gush over Director Spielberg and tell him how much my kids (who were with me!!!) and I love his work!
The autographed poster SWAG I walked away with has become an ABSOLUTE cherished part of my SWAG collection!
When I’m asked about SDCC 2017, the RPO signing is always touted as my fondest experience! And to this day, I continue to be the vocal, enthusiastic, Ready Player One fan that the Penguin Random House and Warner Brothers marketing teams hoped to create when their autographed RPO SWAG was bestowed upon me!
RPO premiered to rave reviews at the South by SouthWest (SXSW) festival in Austin, TX.
And on MARCH 24- less than a week from wide release- RPO is making it’s final, big, pre-release, convention promotional push, with a panel/signing at WonderCon in Anaheim, CA!
Though sadly, WonderCon’s recent move to online lotteries for signings makes it unlikely I’ll walk away from the convention having added another autographed poster to my RPO SWAG collection, I’ve got my fingers crossed that the panel, featuring Cline and the “High Five” cast, will also include the “Extra Life” coin (seen at SXSW) as a surprise SWAG giveaway to panel attendees!
…A SWAGCollector can dream, can’t he?