Last year, the launch of TikTok’s Out of Phone revolutionized the advertising approach on TikTok – allows brands to amplify their social media campaigns off-platform ranging from billboards to cinemas. Today, TikTok announcing an extension of the program with Out of Phone: Mission, that enables brands to leverage the social platform’s suite of advertising tools by harnessing TikTok’s engaged community and participatory nature.
Branded Mission was first introduced in 2022 and has since helped hundreds of brands to tap into the creative power of TikTok communities by co-creating branded content. The three-in-one advertising solution enables brands to “crowdsource” UCG from creators on TikTok, and boost top-performing videos as ads, and drive media impressions.
“We have seen incredible momentum with Out Of Phone since our announcement last year and brands have been leaning in and getting really creative,” said Dan Page, Global Head of Distribution, New Screens. “This allows brands to connect to their customers in a way that has never been possible before.”
Lionsgate was among the first to leverage this solution with the release of The Hunger Games: The Ballad of Songbirds & Snakes. Activated in the heart of New York City, the campaign took over the most iconic screens in Times Square, tapping into the Hunger Games fandom on TikTok. Lionsgate activated an Out of Phone: Mission campaign where everyday creators were given their spotlight moment on the billboards. The interactive experience included a live choir performance of the franchise’s anthem “The Hanging Tree”, with special appearances from the cast, and a livestreamed component on the @Lionsgate and @HungerGamesOfficial TikTok accounts. The campaign successfully engaged audiences around the world by blending the physical and digital worlds, resulting in 314K attendees, 14.5M impressions across @Lionsgate and @HungerGamesOfficial TikTok accounts, and 1.5M billboard impressions for a 1-day takeover.
(Source: TikTok)
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