How Wired magazine has gone Hollywood

Marc Graser of Variety writes about how Wired magazine has used its Wired Cafe during Comic-Con to promote the technology magazine and build its brand.

Graser writers, “While the nightly party scene during Comic-Con becomes a miniature version of Hollywood with its exclusive VIP parties held poolside on the rooftops of area hotels, there were few options during the day.

“That gave Wired an opportunity to not only promote its publication, but also incorporate marketers that are looking to connect with celebrities the way Hollywood is trying to get in front of consumers at the Con.

“‘Originally, we wanted to find places to put the Wired brand on display that would allow us to stand out but in an organic way,’ said Wired publisher Howard Mittman. ‘We are trying to provide an oasis in the center of Comic-Con for VIPs without creating another generic photo opportunity.’

“The Wired Cafe’s guest list is limited, given the venue’s size that only allows 350 people at a time, but thousands stop by the space during the week to mingle or grab some food. In turn, the velvet rope invites helped elevate Wired’s profile and turn the space into a highly in-demand destination among attendees and those trying to get the coveted passes.”

Read more here.