The highly anticipated second season of the critically acclaimed series, Loki premiered last fall on Disney+. Marvel fans were taken through a time-traveling adventure as Loki (Tom Hiddleston), Mobius (Owen Wilson), and O.B. (Ke Huy Quan) joined together for a high-stakes journey to prevent the colliding of timelines and the collapse of the Multiverse.
Our Instagram campaign extended the on-screen experience using platform hacks and twists tied to the weekly series, ending in the God of Mischief taking his throne.
Tied to the Season 2 premiere, we launched a Miss Minutes chatbot on Instagram. Users were sent weekly messages narratively tied to the latest episodes, from Miss Minutes herself. And as her role in the series became more villainous, so did the chatbot.
The events of the mid-season episode left fans on a cliffhanger, speculating if everything in the MCU was just erased with the destruction of the Temporal Loom holding the timelines together. Following the episode, hundreds of posts on the official Loki Instagram account disappeared. One post was added to the account with Miss Minutes saying “access denied” and fans flooded the post with comments speculating what this meant. As a result, that post became the highest commented post ever across @OfficialLoki (1.6M Followers) and @MarvelStudios (37.5M) on Instagram.
Every user who commented on the post received a message directly from Miss Minutes through the chatbot. Fans were surprised to find Miss Minutes in their DMs and made several posts across platforms screenshotting the message and expressing their shock.
Our Instagram campaign continued to delight users through the epic conclusion of the season in the last two episodes.
With Loki’s future on the line, we shared clips of Loki’s best moments in the MCU across various Marvel Instagram accounts including @ThorOfficial and @Avengers.
The chatbot “shut down” as the TVA shut down in the series, with every message sent to the chatbot getting an instant reply - ACCESS DENIED. Fans across platforms speculated what the password was. On the morning of the finale, fans who guessed the password correctly received the opening scene of the finale before the episode aired.
The conclusion of the finale episode showed Loki finally on his throne. Coinciding, the conclusion of our Instagram stunt revealed a complete profile takeover of an exclusive poster revealing God Loki on his throne.
