We shot in London on a recreated set of the commercial we were parodying. This was a challenging project with a demanding studio and workarounds needed for an international shoot. The material we shot was then cut into promos driving to the longer interstitials pieces on air.

The interstitials were touted across multiple CC properties. Spots from our campaign were released via CC You Tube, Twitter, Instagram and Tumblr, the latter posting an exclusive GIF-series promoting the spots. We utilised the CCtwitter Fan Engagement team to create a tweet campaign and touted the spots from multiple CC show pages.

This was a wildly successful promotion, achieving recognition on the YouTube November LeaderBoard with over 6 million views - 5 million in the first week. Response to the spots was overwhelmingly positive – with over 46k+ likes. The spots were featured in articles in major publications and websites: Huffington Post, Entertainment Weekly, Variety, Vulture, Buzzfeed, UPI, Advertising Age and on Infotainment TV shows: Entertainment Tonight, and Xtra.

'Thor: The Dark World' earned $640m at the box office and was number 1 at the box office its opening and second week of release.

The objective of this promotion was to entertain our audience and encourage them to go to the theater on opening weekend to see 'Thor: The Dark World'. This promotion also fulfilled an added value deal with the studio that drove additional marketing dollars to the network. To promote the movie on our platforms, we utilised one of the feature’s greatest strengths: Tom Hiddleston as Loki. It was a true coup to get Tom Hiddleston to participate in character and in costume. Our target audience included Tom Hiddleston's rabid online fan base, Marvel fans, general comedy fans, and our network fans. Comedy fans are incredibly socially engaged and reject anything that feels like a commercial, so we needed to engage them in a unique way that encouraged viewing and posting of the material. Through concentrated marketing of the spots, we reached the fans and demos that the studio coveted.