Disney+ came to us with a simple ask: make the Loki season finale unmissable, six weeks before it aired. The budget was lean. The ambition wasn't. Instead of spending our way to attention, we built a game that made fans do the work and made it so irresistible they couldn't stop. We hid QR codes across Disney+'s own social channels and owned platforms, past and present, and challenged Singaporeans to scour every post, every timeline, every corner of their content universe to find Loki and win. What started as a hunt became a movement. Fans started collaborating, sharing leads, working together so efficiently we had to keep making it harder. The idea travelled beyond Singapore and was replicated in Malaysia on the back of its success.