The Marvel Cinematic Universe hasn't often dipped its toes into in-universe media outside the films and shows. That said, it did release an in-universe journal from Wakanda's Shuri last year, which made many interesting notes about the workings of the universe, its technology, and its characters.
Beyond print media, the MCU has real-world digital avenues it is utilizing.
Marvel Studios has used TikTok to advertise Loki, but only with marketing material repurposed from TV spots and trailers. Sony Pictures is also using the short-form video platform to promote Spider-Man: No Way Home, but in a far more unique way.
Newest Intern at The Daily Bugle
In anticipation of Spider-Man: No Way Home, Sony has launched the first official in-universe TikTok account for the MCU based on The Daily Bugle. The account has also posted its first video starring Angourie Rice's Betty Brant, last seen in Spider-Man: Far From Home.
In the video, Brant is "excited to announce [she's] the newest intern for The Daily Bugle" and that she'll be running "running [the] official TikTok account" for the news outlet:
"Hi, TikTok! I'm Betty Brant. Some of you may know me from award-worthy work for the Midtown High student paper, but I'm super excited to announce I'm the newest intern for The Daily Bugle and I'm going to be running our official TikTok account!"
Brant also makes a not too subtle reference to Fox News' former slogan, calling The Daily Bugle "the fair, balanced, and hard-hitting news you've grown to expect:"
"This is an honor and a dream come true. I promise to bring you the fair, balanced, and hard-hitting news you've grown to expect from The Daily Bugle."
As Brant continues to gush about this opportunity, she suddenly asks for confirmation from someone off-camera if "this is a real job" and if she's getting paid.
The answer is clear in her reaction and the title change from "Intern" to "Unpaid Intern:"
"I can't believe my first real job is—this is a real job, right? Like, I'm getting paid for this? [Pained expression] Good to know!"
The full video can be watched below:
Hi TikTok 👋 Welcome to The Daily Bugle! Follow us for breaking news on Spider-Man you can’t get anywhere else.♬ SpiderMan No Way Home in theaters December 17 - The Daily Bugle
Flashbacks to WHiH World News
The MCU isn't unfamiliar with in-universe news coverage. Years ago, it had WHiH World News videos that ranged from covering the events of Captain America: Civil War or interviewing Scott Lang in anticipation of Ant-Man.
It'll be engaging for fans again to see these types of videos return with The Daily Bugle hopefully posting more TikTok videos in response to future events in the films and shows. Hopefully, having such a prominent and unique marketing campaign indicates that the Daily Bugle and Tom Holland's Peter Parker will be sticking around past the upcoming Spider-Man threequel.
Fans will be able to see more of The Daily Bugle when Spider-Man: No Way Home releases in theaters on December 17, 2021.