Bones Coffee, a returning Marvel licensee, is also incorporating Loki Season 2 plot points into its campaign, developing Loki-themed custom packaging for a Key lime pie coffee to play off the inclusion of Key lime pie in the show’s second season. The creative includes a co-branded spot with digital and social support.

Another brand leaning into the plot of the show, Samsung participated in a co-promotional campaign highlighting its Samsung Galaxy S23 Ultra smartphone with a spot taking place in the world of the Time Variance Authority (TVA) as Loki is chased across space and time.

“That’s what fans love with our in-world storytelling capabilities,” Frank said. “It almost seems like it’s of the show.”

The exec noted that Loki production designer Kasra Farahani directed the spot, adding to the world’s authenticity.

In addition, Citizen plays off of Loki’s time-related story in co-branded spots featuring two different timepieces, the Axiom SC and Marvel x Citizen Loki. The 360 campaign stems from an ongoing partnership between Citizen and Disney and includes TV, digital, social and even a presence at New York Comic-Con.

When looking at the partnerships overall, everything was created to intentionally blur the lines between programming and commercial.

“It’s about breaking through,” Frank said. “We want to work with the right partners that are going to help us break through and make their advertising look like content.”

Loki Season 2 premieres Oct. 5 on Disney+, with new episodes dropping weekly until Nov. 9.