#WieldTheShield
Disney+ hyped Indonesians up for <The Falcon and The Winter Solder> by getting them to hunt for a popular item that every fan knows about - Captain America's Shield.
The Context How can Disney+ excite fans for the launch of <The Falcon and The Winter Soldier> when we know that Sam and Bucky are less iconic characters in the Marvel Universe, especially in Indonesia?
The Approach We made an iconic weapon do the work for the less iconic characters in a way that Indonesian Marvel fans love — solving puzzles, finding easter eggs and participating in giveaways.
We organised a hunt for Captain America’s shield. 5-days leading up to the launch of the series, we released hints on Twitter that led fans to find the hidden shields across platforms including Google Maps, YouTube, Fansites and OOH. The quickest fans to wield the shield won exclusive merch.
🥉 2021 MobEx Awards — Lifestyle and Entertainment
