1. Brief
TikTok is radically changing how people consume music as its users create content with millions of songs. But we needed something to cement TikTok’s creative role in British culture and engage a wider more mainstream audience. Partnering with The Brits for its landmark 40th show was a natural fit. So TikTok became official sponsors of the red carpet. But we didn’t want to just badge it up, we turned the red carpet into the main event.
2. Response
To build anticipation in the lead up to the event we used glow in the dark art murals, digital posters, and large-format banners. On the day itself, OOH was key to amplifying ALL of the red carpet action. Large-format projections across London displayed live images from #redcarpetreadychallenge. Then to really take it to the next level we took over London’s iconic Piccadilly Lights to live-stream the red carpet straight onto the big screen!
3. Results
- #redcarpetready had a staggering 339m views
- TikTok was mentioned on social media more than the headline sponsor Mastercard by +125%
- Usage of TikTok within our target audience post-BRITs showed a 33% boost and +7% positive ratings.
