In the days leading up to SXSW, I wrote an article about Harley Quinn's Tattoo Parlour- aka, Affinity Tattoo Parlour. The shop was transformed into a Suicide Squad tattoo shop, where patrons were welcomed to come immortalize their super-villian fandom in ink... For free.
This ingenious marketing plan proved to be a huge success, with festival attendees lining up and down the block to receive their real- or fake- ink. Again, for free. Sometimes, "free" is the only convincing people need.