To promote the start of new Spanish football season, La Liga Santander tapped short-form video content platform TikTok to promote the 16 August kick off through a global in-app challenge.
The campaign enabled TikTok users in 40 countries – with a particularly focus across South east Asia – to take part in the app based challenge when they follow the hashtag #HolaLaLigaSantander.
This TikTok challenge centered on an interactive filter with a virtual football which enabled fans to show off their ‘headbutting’ skills and to compete against other users and La Liga clubs including Atletico Madrid, Barcelona, Real Madrid and Sevilla.
The decision to focus on Tik Tok came after research revealed that football is one of the short-form video clip platform’s most popular categories drawing 2.2bn views.
“For us, being on TikTok is key, because it allows us to reach millions of new users and remain in the lead in the entertainment industry. We will be able to show many more followers that we are the best league in the world, infecting them with our passion for football,” explained Alfredo Bermejo, director of digital strategy at LaLiga.
“It is that the popularity of TikTok has increased, today it has become the most downloaded platform of the last year, captivating users of all ages and nationalities.”
Comment:
Owned by Bytedance, TikTok’s growth in the last 12 months has been phenomenal and in the last couple of months in particular the platform itself has been showcasing its early stage ad offerings to brands and agencies – especially in South East Asia where it recently held its first marketing conference to promote the value of short-form video content and access to creative talent.
However, TikTok also comes with brand safety questions and issues which means some brand marketers still see it as something of a risk.
La Liga certainly seems to think it is a platform worth a risk.
The Tik Tok work was just one strand of the league’s season opening promotional campaign which also included a spearhead spot set in a ball factory and starring LaLiga ambassadors and JaviFreestyle
and a new musical identity created with the help of Lucas Vidal and more than 130 musicians from 20 countries have given life to this theme song in which the LaLiga fans are the stars.
As well as the rights owner itself, other sponsors of LaLiga activated around opening weekend including Budweiser
and title partner Santander.
Links:
https://www.facebook.com/LaLiga
https://www.instagram.com/laliga/
https://www.youtube.com/user/laliga
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