Kayo Sports partnered with TikTok in a new contest campaign called #KayoHousemate which aims to raise awareness and consideration among young Australian sports fans.
The campaign, developed in harness with socially-led creative agency We Are Social, builds on the Aussie sports streaming service’s new ‘Sport Lives Here’ brand campaign and saw it recruit Sydney Roosters NRL star and brand ambassador Luke Keary conduct housemate interviews using TikTok’s ‘Duets’ feature (which enables fans/viewers to add their own recording side-by-side with an original social video) within the #KayoHousemate Hashtag Challenge.
The concept is a challenge to viewers/TikTok users to showcase their own banter skills and creativity by answering Keary’s flatmate interview questions: thus using TikTok as a platform to give sports fans an opportunity to interact with one of Australia’s biggest sports stars.
The winning entry also scoops a 12-month subscription to Kayo.
The #KayoHousemate Hashtag Challenge, a first for Kayo Sports, also includes creative by athletes and creative ambassadors including Joseph Manu, Jenna McCormick, Marty and Michael and Tom Armstrong, creating their own videos and adding their creative spin to the interview.
The challenge campaign rolled out on TikTok in Mid March and includes TopView and In-Feed, as well as additional ads on Instagram to drive further awareness and participation.
@kayosports Duet your answers to Luke Keary’s #KayoHousemate interview questions. Got top banter? Show us to win a 12 month Kayo subscription!
@martyandmichael Do you reckon we should become Kayo Housemates?? #kayohousemate @kayosports #ad #martyandmichael #sport #kayo #housemate
“We are excited to tap into a new audience of sports fans and see them creatively engage with our brand platform and have fun with it, in a way that’s unparalleled to other media channels,” explained Kayo Sports Marketing Director Kim McConnie. “Our collaboration with We Are Social and TikTok to understand the behaviours of the younger sports fan and how they use the unique features of TikTok, allowed us to activate our new ‘Sport Lives Here’ campaign in a playful way, handing over the creative reigns to the community, while making them aware of the breadth and depth of sports that only Kayo has.”
Brett Armstrong, General Manager of GlobalBusiness Solutions at TikTok ANZ, added: “Kayo Sports have been a great partner to us at TikTok. This latest campaign from We Are Social leans into the unique opportunities that TikTok offers brands to engage directly with our community, motivating them to get actively involved in making their own TikTok videos for this campaign through clever creative. Kayo Sports have been working with us to reach our audience of sports fans and this campaign is a best practice example of how to do that.”
Plus, We Are Social Managing Director Suzie Shaw commented: “We’re achieving some great results with campaigns like this on TikTok, which has tripled its penetration in Australia in the past year, as we’ve seen in our latest Digital 2021 Australia report. It’s especially effective when it comes to engaging communities like sports fans and driving strong word of mouth.”
The campaign was created for Kayo Sports Marketing Director Kim McConnie and Head of Social Carl Burgmann by a joint team including TikTok Client Partner Whitney Williams, Creative Strategist Oliver Perry and Customer Solutions Manager Tom Mennetrier, plus We Are Social’s Senior Account Director Ben Mayor, Social Media Manager Gianni Borrelli, Editorial Director Suz Tucker and Social Creative James Wilkinson.
Comment:
This wave of marketing supports Kayo’s relatively new ‘Sport Lives Here’ brand campaign which launched back in mid-February led by a series of television commercials which saw several of Australia’s biggest sports stars all living together in a home – just like they live together on the country’s leading sports streaming platform.
The TikTok Duets feature enables users to build on an existing video by recording their own alongside the original as it plays and has been something of a trend in sports marketing in recent months with other strand-out sports examples including Pepsi’s recent UEFA Champions League #PepsiChallenge activation fronted by Lionel Messi, Paul Pogba, Shanice Van Den Sanden and Jaden Sancho.
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