On Saturday, October 5, Chevy and ReedPOP will launch the “New York Comic Con King of the Road” challenge to kick-off the beginning of this year’s New York Comic Con – one of the world’s preeminent pop culture extravaganzas. The challenge will customize four Chevy Sonics with image wraps showcasing iconic characters and images from some of the comic book industry’s top publishers – BOOM! Studios, Dark Horse Comics, Image and Valiant.

The exclusive New York Comic Con cars will travel the Tri-State area on a scavenger hunt pitting the publishers against one another for the chance to be crowned the ultimate ‘New York Comic Con King of the Road’. Throughout the challenge, each car will make scheduled stops at  comic book retailers and other locations with every move documented through social media and on the Chevy and New York Comic Con websites. It will culminate with an event on Tuesday, October 8th in Manhattan.

Fans can follow all the action on Twitter with #NYCCKOTR, Instagram @newyorkcomiccon or on Facebook.  New York Comic Con 2013 will take place at the Javits Center in New York City, Thursday, October 10 – Sunday October 13.