The Percy Jackson Experience at San Diego Comic-Con

At San Diego Comic-Con 2025, The Percy Jackson Experience delivered a mythic activation like no other. It transformed a corner of downtown into a full-scale, in-world Percy Jackson diner where demigods gathered, quests began, and the gods left their mark. From July 24 to 27, thousands of fans stepped through the mist to discover their divine parentage and sacrifice golden drachmas inspired by Percy Jackson and the Olympians Season 2, redeemable for SDCC-exclusive swag.
Fans lined up as early as 1:30 a.m. to enter the diner and interact with immersive characters like the bantering Gray Sisters and all-knowing satyr guides. Inside, the space was filled with hidden Easter eggs pulled from the set, including props, signage, and tucked-away nods superfans instantly recognized. More than 5,000 demigods were claimed, and over 400 special drachmas were redeemed for giveaways, including water bottles with god symbols, co-branded PATH Water, Percy Jackson hats, and SDCC-exclusive T-shirts cleverly wrapped like sub sandwiches.
In-world wild postings brought mythology to life, including an interactive “Have You Seen Pan?” poster that triggered more than 10,000 calls to a mysterious hotline. A massive 20 by 30-foot double-sided digital billboard, the only full-motion large-format screen in San Diego, showcased cinematic Season 2 content throughout the event.
To date, over 600,000 unique quiz and photo booth completions have been logged, with 10 to 20 still coming in per minute. Social buzz reached more than 10,000 mentions and 100 million impressions, with a 95 percent positive sentiment. Some fans waited more than seven hours to enter, calling it “the best activation at Comic-Con” and “insanely immersive.”
Coverage from over 85 outlets, including ABC’s On the Red Carpet, Adweek, and Laughing Place, drove $546,180 in ad value. Brand partnerships with Uber and Wrapify extended the activation across the city with 10 Percy-branded SUVs and in-app promos.
With immersive design praised by cast and producers and surprise visits from series stars, the Percy Jackson diner became the hub of fandom. It proved that story-driven, gamified activations can turn Comic-Con into an Olympian-level adventure.