The AT&T-Time Warner acquisition included DC Comics, transferring the iconic superhero universe to new ownership and offering AT&T the chance to introduce their inventive vision towards a superfuture. The 2019 San Diego Comic-Con is one of the hottest events for comic fanatics and super enthusiasts, presenting AT&T the opportunity to introduce the future of Bruce Wayne to DC’s most dedicated fans. AT&T wanted the first collaboration to celebrate another tremendous occasion—the 80th anniversary of Batman, marked by the caped crusader’s induction into the Comic-Con Character Hall of Fame. Their objective: deliver an interactive activation that would celebrate eight decades of all things Batman, and give all attendees the opportunity to step into their batsuit, fight crime, and fly through Gotham City.

Superheroes usually have superpowers, but any Batman fan knows that he technically doesn’t have them. He makes up for it with an inventive nature and tenacious perseverance. And AT&T provided its connectivity and technical expertise to make the same true for the fans, by suiting up Comic-Con attendees in their own Batsuit for a skydive through Gotham City. The most sinister villains from the series would get in Batman’s way, so we mapped out a VR experience in pursuit of a fan favorite, Scarecrow. And that was only the centerpiece. With 68,000 sq. ft. of space to play in and decades of memorabilia, there were no limits. Fans were able to immerse themselves in all things Batman. Comics. Games. Shows. Everything was on the table. And another new installment to the series—the Rogue’s Gallery Rumble—let you beat your favorite villains in a punching-bag installation using projection mapping.

Thousands turn out to San Diego Comic-Con every year—and in 2019, AT&T was invited to induct Batman into the Comic-Con Hall of Fame. With a need to rigorously strategize how to relate with Batman attendees of all ages and reel them into a massive space, the telecom giant built a gallery filled with 80 years of unique memorabilia that any fan would appreciate and a Batcave filled with interactive games through the ages. More astonishingly, a skydiving booth brought childhood dreams to life by letting fans don Batman’s cape and take on Gotham city. As the guest of honor, AT&T introduced the first steps towards the future of the brand and celebrated the 80 years of victories.

The Batman Experience began at the Comic-Con gates. The induction to the Comic-Con Hall of Fame let all attendees know that Batman was in (and above) the building, nestled right at the center of Comic-Con and filled with immersive entertainment.

The Batcave served as a chill respite from the San Diego heat, and featured 30 iterations of Batman games—from video games to pinball. A gallery was decked out with exclusive art, including an interactive experience called Rogues Gallery Rumble. By utilizing projection mapping on a punching bag, every KaPOW! and WHAM! instantly transported attendees into the comics.

And then there’s the crown jewel, the Dark Knight Dive. By combining a batsuit, VR technology, and a wind tunnel, fans soared through Gotham just like Batman and saved the city from The Scarecrow.

They flew like him, fought like him, and saved Gotham.

From caves below to skies above, fans showed up for Batman. Over five days, 22,000 visitors attended The Batman Experience. 500 were able to skydive in the Dark Knight Dive. 158,000 punches and kicks registered in the Rogues Gallery Rumble. Each guest spent an average of 90 minutes in the experience. All told the experience received 500 million impressions online, maximizing exposure to the new partnership between AT&T and DC Comics.

The Batman Experience also garnered press coverage from the New York Times and Wired, who said the experience "soars—while others fall flat." And also won a 2019 Clio Entertainment Gold award. An effort to show their established brand was ready to have fun with the superheroes paid off.

AT&T delivered an interactive and immersive experience that brought fans in by celebrating eight decades of all things Batman. All attendees had the opportunity to step into their batsuit and fly through Gotham City. And to be Batman through the ages. That’s why AT&T ranked the number one brand and The Batman Experienced ranked the #1 TV-themed activation at 2019 San Diego Comic-Con, maximizing exposure to the new partnership between AT&T and DC Comics.