Convention - SDCC 2025: Fantastic Four Activation Dazzles Fans with Immersive Superhero Experience

By Mulder, San Diego, Martin Luther King Jr. Promenade, 25 july 2025

San Diego Comic-Con 2025 exploded into full force this July, but few activations captured the imagination quite like the Fantastic Four: First Steps experience, an immersive event hosted at the Martin Luther King Jr. Promenade and presented by Google Play. Towering above the site was a massive building wrap—easily one of the most striking visuals in downtown San Diego—featuring none other than Pedro Pascal as Reed Richards, aka Mister Fantastic. His image loomed heroically beside his co-stars in an oversized promotional banner that served as a beacon, pulling thousands of attendees toward the ground-breaking Google Play Rewards Lab, just days ahead of the film’s theatrical release. The activation, created in collaboration with the agency Giant Spoon, was more than just a photo op—it was a journey, a literal one, through a futuristic tunnel called Your First Steps to Fantastic,” which delivered not only high-octane fan service but also real-world rewards and Marvel magic.

From the moment fans stepped into the tunnel, they were drawn onto a conveyor belt that simulated the gravity-defying thrill of superhero ascension. The path led them to four distinct pods—each one themed around a core member of the Fantastic Four—where interactive digital experiences awaited. The first pod, Stretch,” brought attendees face-to-face with a virtual Mister Fantastic challenge: using trackpads, fans manipulated elongated digital arms to collect floating Google Play Points in a simulated zero-gravity environment. There was more than just bragging rights at stake; a minimum score of 10 was needed to pass the mission. One particularly enthusiastic participant, encouraged by the brand ambassadors on site, proudly recounted hitting 15 points, earning them what staff claimed was the highest score on Wednesday—an impromptu record that became part of the day’s lore. The light-hearted competitiveness helped form camaraderie among strangers and turned each pod into more than an exhibit—it was a shared superhero trial.

Next came Force Fields,” the activation inspired by the powers of the Invisible Woman. In a pitch-black chamber, visitors waved their hands through light-sensitive air, slowly bending beams to form the Google Play logo. The silence and ambient sounds added a layer of mystique to the experience, allowing guests to momentarily believe they were commanding invisible forces. This quiet, meditative pod contrasted perfectly with what came next—pure strength. Strength,” themed around The Thing, required fans to stomp on illuminated digital panels, causing visual tremors across a giant floor display. Each step simulated seismic power, and after three escalating layers of destruction, participants emerged feeling not just entertained, but empowered. One guest noted with a laugh, The Thing would have absolutely given me a fist bump,” a sentiment echoed by many as the pod resonated with Comic-Con’s emphasis on fan inclusion and power fantasy.

The final pod, Fire,” upped the spectacle. In a dazzling display of tech-meets-cosplay, attendees were invited onto a green screen circle and, after assuming a sky-blasting superhero pose, had their movements recorded and digitally transformed into a flying sequence. The output? A clip of themselves rocketing into space like the Human Torch, viewable instantly on nearby tablets and downloadable for immediate social flexing. For many, this was the moment when fantasy blurred into tangible keepsake—the perfect memento for TikTok or desktop wallpapers. The experience culminated in the Fantastic Rewards” station, where every visitor was handed a Fantastic Four Fan Pack, a glossy 6x8-inch print set exclusive to SDCC 2025. Among the crowd, whispers circulated of ultra-rare packs that contained hand-drawn sketches by legendary Marvel artist Mark Bagley, each signed and hidden like golden tickets, causing fans to open their packs with giddy anticipation.

But it wasn’t just about the Fantastic Four. The activation cleverly intertwined promotions from MONOPOLY GO!, rewarding fans with exclusive items like a The Thing enamel pin and a limited-edition Tea Emoji” only available to Google Play Points members. Even Citizen Watches got in on the action, adding another layer of collectible culture to an already densely-packed fan experience. All of this, remarkably, required no Comic-Con badge—just time and patience in line, a barrier that felt light in comparison to the joy found inside. Fans without credentials became part of the narrative, equal participants in a celebration that felt as democratic as it did dynamic.

Ultimately, the SDCC 2025: Fantastic Four Activation did more than market a film—it redefined fan engagement. By combining the tactile thrill of interactive technology with the storytelling richness of the Marvel Studios universe, the Google Play Rewards Lab gave attendees more than content—it gave them context. Context to feel heroic, to compete, to laugh, and to walk away not just with merchandise, but memories. And while the posters of Pedro Pascal as Mister Fantastic may now decorate countless fan walls, it’s the activation’s heart—the pods, the belt, the camaraderie—that left the most lasting impression.

You can check our photos in our Flickr page account here 

Synopsis The Fantastic Four: First Steps
Set against a retro-futuristic backdrop inspired by the 1960s, Marvel Studios' Fantastic Four: First Steps introduces the first Marvel Family: Reed Richards/Mr. Fantastic, Sue Storm/The Invisible Woman, Johnny Storm/The Human Torch, and Ben Grimm/The Thing as they face their greatest challenge yet.

The Fantastic Four: First Steps
Directed by Matt Shakman
Written by Josh Friedman, Eric Pearson, Jeff Kaplan, Ian Springer
Story by Eric Pearson, Jeff Kaplan, Ian Springer, Kat Wood
Based on Fantastic Four by Stan Lee, Jack Kirby
Produced by Kevin Feige
Starring  Pedro Pascal, Vanessa Kirby, Ebon Moss-Bachrach, Joseph Quinn, Julia Garner, Sarah Niles, Mark Gatiss, Natasha Lyonne, Paul Walter Hauser, Ralph Ineson
Cinematography : Jess Hall
Edited by Nona Khodai, Tim Roche
Music by Michael Giacchino
Production company : Marvel Studios
Distributed by Walt Disney Studios Motion Pictures
Release dates : July 21, 2025 (Dorothy Chandler Pavilion), July 25, 2025 (United States)
Running time : 114 minutes

Photos : Boris Colletier / Mulderville