Marvel Season: #WieldTheShield & #PuzzlesbyLoki
Disney+ launched its Marvel originals with fan-first, theme-led activations from a nationwide treasure hunt for Captain’s shield to turning Twitter into a Loki-inspired escape room.
The Context
This wasn’t a rollout of Marvel’s biggest names. Instead, Disney+ was debuting The Falcon and The Winter Soldier and Loki, the lesser-hyped siblings of the Avengers universe.
While these characters weren’t the franchise’s frontrunners, they had fiercely loyal fanbases. So rather than market to them, we turned fans into the marketing engine by using their passion, knowledge, and community to drive buzz.
The Approach
Each campaign was launched with a thematic challenge tailored to what real fans loved.
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Client: Disney+ Indonesia; Team: Hyder Oh, Raissa Lauwsen, Avril Chua, Shang Liang
#WieldTheShield: Falcon & The Winter Soldier
We built excitement around the shield passed to Falcon as seen in Endgame as it was the upcoming show’s most iconic symbol.
Days before launch, we kicked off a digital treasure hunt. Clues dropped on Twitter led fans to hidden shields across Google Maps, YouTube, fansites, and even OOH.
The quickest to find and “wield” the shield won exclusive merch.
🥉 2021 MobEx Awards — Lifestyle and Entertainment
#PuzzlesByLoki: Loki
Loki fans are intense. They know his origin story, enemies and even his zodiac sign.
We channeled his chaotic energy by turning Twitter into a trickster’s playground.
Fans cracked a series of Loki-themed puzzles.
Part escape room, part fandom flex, winners walked away with exclusive merch and bragging rights as certified Loki experts.