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NYCC 2017's Wettest Viral Marketing Swag Is For Dirk Gently

One of the most fun things about New York Comic Con is the kinds of swag you can get as part of the marketing campaign for a movie or TV series.

NYCC 2017's Wettest Viral Marketing Swag Is For Dirk Gently

Outside the Javits Center on Friday, people in yellow jackets were giving out free cartons of drinking water. Boxed drinking water in cartons are now a thing in America. The water is purified, so there's no chlorine or metals in it. The cartons are made from recycled paper. This product is now in supermarkets and convenience stores across the country.

NYCC 2017's Wettest Viral Marketing Swag Is For Dirk Gently

But who was paying for this free giveaway?

Wait, there's a picture of a missing person on these cartons that's not on the cartons in shops.

NYCC 2017's Wettest Viral Marketing Swag Is For Dirk Gently

Dirk Gently, who had gone missing at the end of the first season of his TV series.

Now it becomes clear. BBC America is behind this bit of viral marketing, paying for free swag — in this case, water for con-goers in need of hydration — all to promote the upcoming second season of Dirk Gently's Holistic Detective Agency, premiering on October 14th.

So how much do you think I'd get if I flog it on eBay?

Aaaaaand I've drunk it already.

What? I was thirsty.


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Adi TantimedhAbout Adi Tantimedh

Adi Tantimedh is a filmmaker, screenwriter and novelist who just likes to writer. He wrote radio plays for the BBC Radio, “JLA: Age of Wonder” for DC Comics, “Blackshirt” for Moonstone Books, and “La Muse” for Big Head Press. Most recently, he wrote “Her Nightly Embrace”, “Her Beautiful Monster” and “Her Fugitive Heart”, a trilogy of novels featuring a British-Indian private eye published by Atria Books, a division Simon & Schuster.
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