Disney Studios marketing president Asad Ayaz described Tom Hiddleston's dedication to his character Loki and the Marvel Cinematic Universe, illustrating the actor's key role in Loki's marketing.

Ayaz detailed Hiddleston's contribution to the marketing campaign in an interview with THR. "We did fan events around the world to launch Loki and he came to our U.K. event, surprised fans. We simulcast it to London, Paris, São Paulo, L.A. and he was in London in person. Fans had dressed up as Loki. He loves the fans, he loves the character and he's a great partner to us," Ayaz explained.

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"He is a very collaborative actor and partner to us. He is very close to Kevin Feige and Louis D'esposito, who run Marvel. He always is willing to hear out our ideas," said Ayaz. "We try not to do everything in character, because that’s a lot to ask an actor to dress up as Loki every single time. But he’s done so much for us." The God of Mischief has played a major role in Ayaz's career as Loki was the main villain in 2012's The Avengers, the marketing head's first campaign for Marvel Studios. Years later, Ayaz is still crafting campaigns for the character, but in TV format.

In addition to having a dedicated actor, careful planning of a show's marketing is necessary to avoid spoilers and to maintain engagement across multiple weeks. Ayaz explained the marketing approach to Loki, saying "You will see as the season for Loki progresses, as something is revealed in an episode, you will then start seeing it in the post-episode marketing. We have a whole plan that takes into account spoilers and making sure that we save the experience for the actual show." Ayaz noted that character posters, like the newly released poster of Miss Minutes, are one way to slowly reveal characters and provide in-season marketing.

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Having portrayed Loki in the MCU for ten years, Hiddleston has garnered appreciation from executives and fans alike. Marvel Studios head Kevin Feige recently commented on Loki's popularity, saying "Did we know that after he was the villain in two movies, he would be bringing thousands of people to their feet in Hall H, in costume, chanting his name? No, that was above and beyond the plan that we were hoping for and dreaming of."

The Loki series seems to bring that popularity to an all-time high. Currently the show is Certified Fresh on Rotten Tomatoes, holding a score of 96 percent among critics. Among fans, Loki has generated a storm of theories, with each episode featuring new characters and secrets to debate.

Loki stars Tom Hiddleston, Owen Wilson, Gugu Mbatha-Raw, Wunmi Mosaku, Sophia Di Martino, Richard E. Grant, Sasha Lane, and Eugene Cordero. New episodes air Wednesdays on Disney+.

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Source: THR