The new feature of “Teioso”, the long-awaited “Spider Man: No Way Home”, premieres on the 15th of this month, but Sony Pictures warned that it is already at the “house” of the Brazilian fan: CCXP, scheduled for this Saturday (4th). ) and Sunday (5).
The studio tends to have some of the most memorable panels annually and has announced that it will close this edition. But Sony is far from the only one betting on the event to renew dialogue with Brazilian fans.
On the content side, Netflix, Prime Video, HBO Max, Mauricio de Sousa Produções, Paramount, Warner Bros. also participate. Pictures, Globoplay, DC Comics and Collider. On the companies side, Fanta, Mercado Livre, Santander and Twitch invested in sponsorship, Fusion, Claro, Outback and Sadia, in support.
For Roberto Fabri, who took over as chief content officer, being responsible for the production of digital content and events at the Omelete Company, this shows the strength and relevance that the event has in the virtual format, even after two years without attendance. “It’s easy when it brings together 300,000 people, but in digital it is challenging. Everyone wants to keep talking to the Brazilian fan, and the best and biggest door is CCXP”, he says.
With approximately 70% live content, CCXP21 will be the second edition to take place in the virtual format of CCXP Worlds, but it has important changes. From the learning and feedback from the public in 2020, the Omelete Company decided to have less content and improve the mobile experience. This time there will be 60 hours of programming and the expectation is to increase the audience by 20%, reaching now 40 million pageviews. Last year, CCXP Worlds: A Journey of Hope welcomed 3.5 million people in its first year in the virtual format.
Remodeled for 2022, the platform will be accessible from computers, tablets and cell phones.
This edition will feature more than 50 guest artists, including Hollywood icons such as Keanu Reeves, Rosamund Pike, Sir. Patrick Stewart, Karl Urban, Álvaro Morte, Adam McKay, Jonathan Groff, Jada Pinkett Smith, and Yahya Abdul-Mateen.
One of the bets for this year is the partnership with Twitch, the event’s official streaming platform, which will bring more than 60 hours of exclusive content. Throughout the schedule, giveaways will be drawn for those who are registered and following the page on the platform. There will be more than 11 channels broadcasting the different panels.
On the CCXP platform, all navigation will be bilingual, with contents in Portuguese and English. Accessibility options will also be available, through live captioning, closed captioning and, for the first time, in Libras.
More than an annual milestone in the geek calendar, this edition is the first after the recent restructuring and repositioning of Omelette, and also opens what the company calls CCXPverso. The journey of events and actions has several actions planned until December 2022, in the “largest physical edition of the festival of all times”, which promises, even, to occupy more days in the December calendar.
While face-to-face events do not return with 100% capacity, the companies present in this edition are betting on several actions to be close to the geek public, a demanding consumer, hungry for content and willing to spend to strengthen their relationship with pop culture.
Check out some highlights of what companies have developed for this edition.
Official bank of the edition, Santander also supported the documentary ‘Road to Artists’ Valley”. The four episodes talk about the area that unites fans and comic artists, writers, designers and illustrators and how it has become, in a few years, one of the most wanted and sought after spaces at CCXP.
On the event platform, it will be possible to browse between 581 virtual tables of artists. Audiences can use search filters on the site to find the artist they’re looking for, by themes and keywords. Whenever the Internet user accesses the Artists’ Valley by Santander page, a new random exhibition will be presented.
The marketplace will be responsible for the official e-commerce of CCXP Worlds 21. Currently, the company has more than 77 million active users, including sellers and buyers. Maria Eduarda Cyreno, Marketplace director, highlights expectations and comments that the geek item category registered an average growth of 35% versus 2020. “We celebrate not only the partnership between two brands, but the possibility of a large market movement. We joined the biggest pop culture event in the world to the biggest e-commerce company in Latin America. Costumes, dolls and movie boxes are among the best-selling geek items on the Mercado Livre”, he explains.
In addition, the company developed #CosplayLivreChallenge on TikTok. The action was created by W3haus, an agency of the Stefanini Group. The challenge ends this Friday (3), has an exclusive song and a page inside TikTok. Lucas Munhoz, head of Creative at the agency, comments that creating for Mercado Livre and CCXP is not just about activating a sponsorship. “It’s understanding what the community needs, what the community consumes and participating in the conversation. CCXP at a distance challenges us in many aspects and the main one is how to bring the epic atmosphere of the event to people’s homes”, he says.
Marca is once again the official restaurant of the pop culture and games event. The company launched two burgers that will be available until December 5 at Outback physical units, and at delivery via iFood. Cristiane Berna, trade marketing manager at Outback Steakhouse, says that participation in the festival is always epic and special. “We are very close to people who enjoy pop culture and games around the world and we want to surprise every year”, he says.
As part of the strategy, the company also opens a version of its restaurant within the role-playing server Cidade Alta. The action has a concept created by the Santa Clara agency, digital activations by Ampfy in partnership with JNTO, an implementation carried out by Outplay, a gamer asset company that owns Cidade Alta, in addition to public relations by Jeffrey Group.
Continuing the story created in the HQ at CCXP Worlds 2020, users of the Cidade Alta server will be able to fulfill the task of saving the Outback restaurant from the “forces of evil”. There are several missions and users can also earn in-game discount coupons to use in the delivery of Outback through iFood. We continue to work to create and explore trends, expanding our participation in the pop culture and e-Sports segments, raising the bar on the user experience. Going headlong into the metaverse helps us to maintain the spirit of a young, innovative and connected brand”, adds Cristina.
Sponsor and official refresher of the event since 2019, Fanta will have several initiatives in the CCXP21 schedule, with emphasis on the proprietary Game Arena, with the objective of guaranteeing a multi-screen experience for the public. With streamer Liminha in charge, Game Arena By Fanta will have in its programming “Old School Cage”, MD3 by CSGO with old-school Brazilian CS players such as Bt0, Gaules, Nahzinhaa, Velho Vamp1; “CSGO Stories” with streamer Michel (mch_AGG); “News from the Game Awards and exclusive releases from the Gamer universe”, with Guilherme Dias, among others. There will be 11 different tables of activities.
Pedro Abbondanza, marketing director for Coca-Cola Brazil, recalls his participation in the event and talks about the continuity of support. “For two years Fanta has been an official sponsor and, even in face-to-face format, we offer several activations and get even closer to the public of the biggest pop culture event in the world. Now, online, we’ve set up an action that helps those who want to follow up. Fanta has always been present in moments of fun, decompression and combines perfectly with the snack time that games and multi-screens promote”, he adds.
In the wake of the closing of the phenomenon La Casa de Papel, Netflix will highlight the series on a panel on the 4th. The streaming platform will also feature the participation of director Adam McKay, who runs “No Look Up”, feature film starring Jennifer Lawrence and Leonardo DiCaprio. In names, the company promises surprises about JoJo’s Bizarre Adventure Stone Ocean.
Warner Bros. Pictures
Anyone who follows the Matrix Resurrections virtual panel, which takes place on the 5th, can compete for an exclusive screening of the film with over 50 friends, plus a poster autographed by the cast. To participate in the promotion, valid for ages 16+, simply share a creative photo on the Instagram feed while watching the panel, marking #MatrixResurrectionsNaCCXP.
In 2020, Warner Bros. made history at CCXP as part of a six-hour WarnerMedia panel and several advertisements, including the participation of the cast of “The Suicide Squad”, in addition to Gal Gadot and Patty Jenkins representing “Wonder Woman 1984”.
Mauricio de Sousa Produções
Traditional and long-awaited at CCXP, this year MSP will talk about novelties in comics, animation and cinema, among others. Mônica Sousa, the Owner of the Street herself, commands the panels and is going to interview her father, Mauricio de Sousa, about the Horácio Completo collection. She will also talk with Sidney Gusman about how the year 2022 of Graphics MSP will be, and with director Daniel Rezende about “Turma da Mônica – Lessons”.
In addition, masterclasses will be dedicated to each step of the process of creating the Lord of the Brushes comic book, a parody of the Lord of the Rings movie series. And coinciding with the launch of the crossover between Monica’s Gang and Garfield by Panini Comics , its creators Mauricio de Sousa and Jim Davis participate in a chat. Finally, the public can follow a visit to Panini’s collectible figurines factory and watch the production of stickers from the Turma da Mônica album: Lições.
Scheduled for the 4th, the HBO Max panel will be led by two presenters. In addition to a special celebration of 20 years of Harry Potter, the streaming platform promises special content for fans of DC, Game of Thrones and news about national productions.
Amazon Prime Video
Amazon’s exclusive streaming content will be featured in the Thunder Arena. The platform usually broadcasts exclusive news, previously unpublished excerpts and behind-the-scenes stories, and this time it will focus its ads around its original productions, such as “The Boys”, “A Roda do Tempo” (with Golden Globe winner Rosamund Pike), “Reacher” and “Star Trek: Picard”, a series that expands the franchise.
Exclusive panels take place on stage at Artists’ Valley by Santander. On ‘Trial of the Amazons’, for example, editor Brittany Holzherr speaks with the creative team of what is the first Wonder Woman crossover in more than 30 years. The story set for 2022 has several versions of the DC icon female character uniting Diana, Brazilian Yara Flor, Nubia, Artemis, Queen Hippolyta. Stephanie Williams, a comic book historian and pop culture critic, also participates. She recently made her DC Comics debut in ‘Wonder Woman – Black and Gold #2’ and is co-writing the miniseries ‘Nubia and the Amazons’.
The second panel is about Nightwing (Nocturne Wing, in Brazil) and is moderated by editor Jessica Chen, who will talk to the creative team about the development of the narrative for the comic book ‘Nightwing #87’. On the panel will be: Tom Taylor, New York Times best-selling comic book writer and scriptwriter famous for ‘Superman: Son of Kal-El’ and many works from ‘Star Wars’; besides the artist Bruno Redondo and the Brazilian Adriano Lucas, who has works in ‘Liga da Justiça’, ‘Mulher Maravilha’ and ‘Superman’.
Again at the event, Globo Filmes highlights new content from its co-productions in a panel on the 5th, at 7:49 pm. There will be three parts: Children and Youth Block, with first-hand scenes from the films “Turma da Mônica – Lessons”, “Detectives from the Blue Building 3: An Adventure at the End of the World”, “Perlimps”, animation by Alê Abreu, and “Pluft, the Little Ghost”. Block Releases will have news from the feature films “Eduardo e Mônica”, “O Lecturer”, “Juntos e Enrollos” and the first feature by Lázaro Ramos in the direction, “Medida Provisional”. Alice Braga, Gabriel Leone and Rafael Portugal participate. already the Block in Production will detail the beginning of filming of “Grande Sertão Veredas”, by director Guel Arraes. The film has in the cast: Luísa Arraes, Caio Blat, Rodrigo Lombardi and Luis Miranda.