Marvel followers are prepared for Season 2 of Loki, and types like McDonald’s are lovin’ it.
Loki Season 1 debuted on Disney+ to nice important acclaim in 2021, shortly gaining the title of hottest Marvel collection premiere on the platform on the time. So for Season 2’s Oct. 5 premiere, the God of Mischief is pulling out all of the stops and assembling his personal Avengers-like group of brand name companions and TV advertisers, full with customized inventive, activations and ’80s nostalgia.
The partnerships for the Disney+ collection’ second season contain event-heavy model campaigns with corporations equivalent to Samsung, Common Mills and the aforementioned Golden Arches. And in keeping with Holly Frank, vp, international partnership administration and operations, Marvel, one of many tips to bringing these partnerships collectively is to verify nothing feels compelled.
“We’re having a look on the script and seeing if there’s something natural from an integration standpoint, working carefully with our filmmakers, in fact,” Frank informed Adweek.
A kind of natural partnerships got here with McDonald’s, which was within the script earlier than Frank’s group was even introduced in.
“It felt very genuine that Sylvie (Sophia Di Martino) wished a pleasant, calm beat after the occasions of Season 1. She walks into McDonald’s and sees fairly easy issues occurring, meals being loved, individuals smiling, and that’s the place she wished to go work,” Frank mentioned. “We began having conversations with McDonald’s early on, and what was superb was it actually impressed their entire international marketing campaign.”
The McDonald’s scenes in Loki, which function a 1982 model of the quick meals restaurant, had been shot final 12 months, so the QSR chain had loads of time forward of the upcoming Season 2 premiere. Finally, the corporate created a marketing campaign with Wieden+Kennedy New York that showcased McDonald’s place in popular culture all through the a long time, full with a 60-second spot with never-before-seen footage from Loki Season 2.
The corporate’s “As Featured In Meal” marketing campaign included a world program in 100 markets, with 28,000 eating places taking part and 1.3 billion items of packaging. As well as, a particular popup expertise introduced one McDonald’s in Brooklyn again to 1982, full with props from the collection and particular ’80s pricing.
