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The Tick at Comic-Con
A giant pair of antennae signal the location of Amazon’s “Tick” takeover at Comic-Con in San Diego last week. (Photo by Alyssa Rasmus, Pink Camera Media)

There’s a line in the song for Amazon’s new original TV series “The Tick” which says, “We run this city.” It’s an accurate pronouncement judging by the way the tech giant promoted the show at Comic-Con International in San Diego over the weekend.

Season one of the superhero sendup premieres on Prime Video on Aug. 25. The first episode is already available on the streaming service for Prime members, and Comic-Con attendees got a chance to check out episode two prior to a panel featuring the show’s creators and stars.

But for those on the street, there was no shortage of “Tick” infestation.

Team Tick
Amazon’s Team Tick offered help to attendees on the streets around Comic-Con in San Diego. (Photo by Alyssa Rasmus, Pink Camera Media)

A roving band of blue-shirted promoters, hashtagged #TeamTick on Twitter, helped with everything from sunscreen to selfies. And across from the San Diego Convention Center, a full-blown Tick Takeover was erected to allow visitors to immerse themselves in the world of the show.

A giant, animatronic “Tick” head equipped with antennae moved at the will of visitors pulling a series of levers. Goodie bags featured a smaller set of antennae along with an iPhone 7 case, a branded hat and bottled water.

The experience was an especially comfortable one for Amazon’s Prime members, who had access to an air-conditioned lounge where they could charge devices and listen to music or watch episode one of “The Tick.”

An RFID wristband unlocked various features of the experience along the way as visitors moved from the lounge to fully detailed rooms recreating actual locations within the series, including, Goat’s Deli, Arthur’s Apartment, The Warehouse, and The City Police Station. The goal was to find clues aimed at finding and putting away villains.

The Tick Comic -Con
An RFID wristband heightened the experience for visitors to Amazon’s Tick Takeover at Comic-Con. (Photo by Alyssa Rasmus, Pink Camera Media)

After ending up in the police station, visitors got a performance evaluation as well as a customized T-shirt or tote bag and a “Tick”-themed special-effects video clip featuring themselves that was, of course, ripe for sharing on social media.

If all that wasn’t enough, one tweet from @TheTickTV showed off a row of portable restrooms in the parking lot at Petco Park that was clearly upstaged by an official “Tick” bathroom on a trailer. Complete with antennae on top, the potties had signs that said “Relieve yourself (of evil)” and “Get flush with justice.”

In an era of endless superhero reboots on television and in theaters, all of this hype was obviously aimed at making sure “The Tick” would get under the skin of those in attendance. Here’s the show description on the Prime website:

In a world where superheroes and villains are very real, unassuming office temp Arthur becomes obsessed with a sinister conspiracy he believes has taken over his City. Everyone thinks he’s crazy, except his mysterious new ally, The Tick, a bizarre blue superhero who might just be a figment of Arthur’s imagination …

“The Tick” stars Peter Serafinowicz as the over-the-top title hero, and Griffin Newman plays Arthur Everest. Valorie Curry and Jackie Earle Haley as star. Check out the trailer:

Amazon was busy beyond teasing and marketing “The Tick” in San Diego. The company also docked its “IMDboat” at Comic-Con to promote the Amazon-owned movie and television database, along with a briefing center for their new reading app from Amazon Rapids, a broadcasting studio for Kevin Smith’s Comic-Con celebrity broadcast, a meeting area and photo op station for Make a Wish Foundation, along with a bar and food stations.

GeekWire got a look at Amazon Rapids, the new reading app for children that offers an engaging platform for storytelling.

Readers of varying skill levels between the ages of 5 to 12 are encouraged to tap, swipe, and read their way through hundreds of available stories, as character images and illustrations are designed to enhance engagement. Users get unlimited access for $2.99 a month or $29.99 year.

Michael Robinson, Amazon director off consumer products, said he was inspired by his own children to develop the app and said the platform will grow on a regular basis to include original and derived content.

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