Expect the marketing for Marvel's Loki to take after its Disney+ TV predecessors by keeping an eye out for standout moments that viewers love and retweet the most.
In a conversation with The Hollywood Reporter, Asad Ayaz, the President of Marketing at Walt Disney Studios, talked about how much fan input on social media platforms drive the company's marketing strategies for these shows. "We really care how people perceive them and we try to be really fearless and try things that are different," Ayaz stated. "We don't follow a blueprint. Every campaign we want to top ourselves. We want new ideas."
One of Ayaz's unorthodox, but successful, advertising decisions was to release an extended hour-long "Zemo Cut" of Helmut Zemo on the dance floor in The Falcon and the Winter Soldier's third episode. On how this idea came about, he explained that fans "were demanding it, and the hashtags were trending. We had a quick conversation. The digital team pitched the idea, 'We're going to release it. We have it. We have access to it. We should cut it.' I called Kevin Feige. I had a conversation with him and the team about it, and we moved really quickly and gave the fans the footage they were looking for, which is not traditional marketing and advertising, but it was a sensation. It went viral. It was the number one trend. It just took off and that was not advertising."
Similarly, the critical success of WandaVision's "Agatha All Along" song helped drive a lot of Marvel's Agatha-centric marketing because fans loved it so much. "We knew it was a zeitgeisty thing. The song was on iTunes, it was climbing the charts, the clip went viral so we quickly cut that," Ayaz continued. "We had the Agatha emoji. We had a whole plan around revealing her as Agatha, vs. Agnes the neighbor, and letting the fans drive the conversation."
Like WandaVision and The Falcon and the Winter Soldier, Loki has received its own hashtags and emojis involving both the titular character and Loki's decision to release episodes on Wednesday rather than Friday. In addition, the show's cast features an in-universe mascot for the Time Variance Authority: an anthropomorphic animated clock named Miss Minutes. While initially featured as part of a video explaining the TVA's purpose, Miss Minutes' second Loki appearance saw her directly interacting with Loki in a semi-holographic form, leaving the question of whether or not she's real ambiguous.
Loki stars Tom Hiddleston, Owen Wilson, Gugu Mbatha-Raw, Wunmi Mosaku, Sophia Di Martino, Richard E. Grant, Sasha Lane, and Eugene Cordero. New episodes air Wednesdays on Disney+.
Source: THR
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