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 crucial acclaim in 2021, rapidly 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 crew 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 line with Holly Frank, vp, world partnership administration and operations, Marvel, one of many tips to bringing these partnerships collectively is to ensure 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 advised Adweek.
A kind of natural partnerships got here with McDonald’s, which was within the script earlier than Frank’s crew 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, folks smiling, and that’s the place she wished to go work,” Frank stated. “We began having conversations with McDonald’s early on, and what was wonderful was it actually impressed their complete world marketing campaign.”
The McDonald’s scenes in Loki, which characteristic a 1982 model of the quick meals restaurant, had been shot final yr, so the QSR chain had loads of time forward of the upcoming Season 2 premiere. In the end, the corporate created a marketing campaign with Wieden+Kennedy New York that showcased McDonald’s place in popular culture all through the many years, 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 collaborating 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.