TikTok is radically changing how people consume music, but we needed to cement TikTok’s creative role in British culture and engage a broader 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.
In the build-up we partnered with Spotify so that TikTok users could create content using The Brits 2020 playlist, including tracks of nominees, or a nostalgia playlist that featured tracks from previous winners.
On the day we used glow-in-the-dark art murals, digital poster activity, and large-format banners to build anticipation. We even wrapped a Glasgow building featuring BRIT Award nominee, Glasgow local and King of TikTok Lewis Capaldi.
The heart of the activity was live streaming ALL of the #red-carpet action so the TikTok community could get involved and running 30 large-format projections in London using images from the #redcarpetreadychallenge and the CTA of ‘Watch the BRITS red-carpet, live now on TikTok.’ Taking it to the next level we took over London’s iconic Piccadilly Lights and live-streamed the #red-carpet straight onto the big screens for 30mins(first time it has ever been done) with creators including @refelicityand @matthewandryanuk there to capture the fun.
The day after the event we ran digital posters celebrating the winners featuring images of them on the red–carpet.
#RedCarpetReady had a staggering 339m views.
Usage of TikTok within our target audience post-BRITs showed a 33% boost and +7% positive ratings.