Loki Opened a Portal in Los Angeles in a Viral Stunt Promoting Meta's New Game

The work from BBDO received 8 million views in less than one week

Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.

In Meta Quest’s virtual reality roleplaying game, Asgard’s Wrath 2, trickster god Loki causes chaos by opening portals around the world. Agency BBDO used that plot to guide the game’s launch campaign, shocking attendees of The Game Awards Dec. 7 by constructing a 300-square-foot portal ripped into the Los Angeles skyline.

Founded in 2014, The Game Awards both celebrates the best games of the year and hypes upcoming releases. Loki voice actor Matt Mercer, one of the biggest stars in gaming, joined the event’s host and founder, Geoff Keighley, on stage for the world premiere of Asgard’s Wrath 2’s gameplay trailer.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in