TikTokers Join In Famous Euros Moments In First Sponsorship Campaign

TikTok is marking its sponsorship of Uefa’s Euro 2020 with an inimitable mix of soccer and user-generated content material.

Devised by inventive company Dark Horses, the work marks the return of spectators to the attractive sport, channelling the passions of particular person followers with a novel crossover marketing campaign to achieve a rising TikTok soccer neighborhood, which has now generated 118bn views of the #soccer hashtag.

Removed from being passive observers, followers are being inspired to get in on the motion by user-generated content material utilizing the strapline ‘the place followers play’.

Examples of the ensuing medleys embrace a Ronaldo free kick being intercepted by an athletic cat and Gazza reprising his ‘dentist chair’ celebration being doused with a watering can as a substitute of drinks by his teammates.

Steve Howell, inventive accomplice at Darkish Horses, commented: “The final time we had the Euros TikTok hadn’t even launched. Yep, it didn’t even exist. That’s how lengthy it’s been. However, lastly, the Euros are occurring. And the most well liked digital leisure platform on the planet is sponsoring it. 

“‘The place followers play’ is the alchemy of every thing good about a global soccer event – iconic moments on the pitch and unforgettable feelings off it.”

James Rothwell, European head of selling at TikTok, added: “It’s been a protracted yr for soccer followers ready for the Euros and now it’s right here the thrill is palpable. This marketing campaign isn’t nearly celebrating the return of soccer however giving these expectant followers all over the world a option to get entangled within the return of the attractive sport – whether or not they’re fortunate sufficient to get a ticket or watching elsewhere.

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