#PuzzlesByLoki
For the launch of this series, Twitter helped Loki plant puzzles all across social media to test fans' dedication.
The Context Loki was the third of the Marvel series to launch on Disney+ and one that people were anticipating. How can we turn the anticipation into conversations for the launch of the series?
The Approach We found that there were many Loki experts on Twitter. They have watched Loki’s movies countless times, they know his origin story, his family, his enemies and even his horoscope.
Loki is as unexpected, entertaining and mischievous. We wanted to translate these elements into our campaign, so we dropped hints on Twitter that led fans to a series of puzzles that Loki left. Fans who could answer those puzzles walk away with exclusive Loki merchandise.
