Our goal for Dexter’s social presence at San Diego Comic Con was to increase awareness about Dexter: Original Sin, highlight specific SDCC activations featuring Dexter, release brand new content about the series across social media and garner the support of our fans through exciting announcements during the panel.
Throughout San Diego Comic Con weekend, all Dexter social accounts published content on an always-on basis to make fans both near and far feel like they were part of the action. We highlighted the interactive Kill Room booth set up near the convention center, and we showcased the Dexter: Original Sin presence at the Paramount Lodge. During the Dexter panel, we live-tweeted and live Instagram Storied, providing fans with real-time photos, videos and quotes from inside the room. We not only released a reimagined version of the Dexter Opening Title Sequence that featured the cast of Original Sin but also announced to the public that Michael C. Hall would voice young Dexter’s inner thoughts in Dexter: Original Sin. After Michael came out to surprise the panel, we also announced that a new series titled Dexter: Resurrection would be coming Summer 2025. For each beat of the panel, we had content going out across all social platforms, allowing our fans to be in-the-know even if they were not present in San Diego. Following the panel, we continued to post highlight videos and imagery across social throughout all of Comic Con weekend.
Content from Dexter’s San Diego Comic Con appearance combined to generate 1.0M engagements and 17.8M organic views throughout the convention weekend. The announcement of Michael C. Hall returning as Dexter’s inner thoughts became the most-talked-about day for Dexter social in the year 2024 with 15K mentions in just the first few hours. The video from the panel announcing Dexter: Resurrection was the most engaging post from the weekend with 232K engagements in the first few days and ranked as the #2 most engaging Dexter TikTok ever at the time of launch. The fandom was energized by the announcement of Michael C Hall’s return and hungry to learn more about Dexter: Resurrection and Dexter: Original Sin post-SDCC weekend.
