This year's VidCon, the annual convention for social media fans, wasn't just for super fans.
Companies headed to the Anaheim Convention Center, creating unique experiences for Generation Z and millennial attendees to take selfies at and spread the word about their brand.
Given the number of corporations present, they may be adhering to a philosophy of understanding a demographic by experiencing their lifestyle firsthand.
"The goal is to introduce fans and creators to these upcoming release and drive interest through interactive activations, which can be shared on social media," said Doug Neil, Executive Vice President of Digital Marketing at Universal Pictures.
Universal Pictures created a hologram photo booth and a makeup station on the convention floor in order to get teens excited for its upcoming movie "Jem and the Holograms." It also launched an online casting call for the upcoming flick, and will host the closing night "prom."
Defy Media's Clevver Entertainment also created digital videos with top YouTube talent to help promote the film.
In addition, Universal is screening M. Night Shyamalan's newest film "The Visit" on Saturday. The horror thriller isn't set to hit theaters until September, so the move could potentially build buzz.
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Neil added that the storyline of "Jem and the Holograms," which was updated from its origins as a 1980s toy line and TV cartoon series to showcase a girl whose singing talent gets discovered through online videos, fit with VidCon crowd.
"Her story resonates with attendees due to the similarities with the stories of many of the content creators who are present at VidCon," he said.
A host of other companies moved to capitalize on the crowd.
Canon brought its camera products and gave away tote bags and other gear to show aspiring filmmakers the latest technology in the field. Air Optix Colors let influential convention goers try on its color contact lenses. It then treated them to a makeover by celebrity makeup artist Scott Barnes, who is also a member of its Color Squad, which creates online makeup tutorials on behalf of the brand.