Digital Reality: TikTok brings the BRITs red carpet to life
We often talk about the importance of digital amplification of an event. From increasing reach, creating exciting content, capturing first-party data and opening up a two-way conversation (just to name a few benefits!), if you're not creating an online strategy for your event then you're seriously missing out.
A fantastic example of merging the digital and physical world is the upcoming TikTok and BRIT Awards collaboration. Social newcomer, TikTok are partnering with the 2020 BRIT Awards to deliver an exclusive live stream from the red carpet, featuring the first ever red carpet performance in the event's history.
Four-time BRITs nominee and self-proclaimed "King of TikTok" Lewis Capaldi will sing on the red carpet this evening for the TikTok community, bringing the experience direct to viewers at home.
There will be plenty of opportunities for the TikTok community to join in with The BRITs in-app, through competitions and hashtag challenges, including #RedCarpetReady. TikTok will also be launching the exclusive BRITs ‘Jump In’ sticker which TikTok creators @hollyh and @tessa.bear who are the official ‘BRITs Insiders’, have developed, and will be encouraging BRIT nominees and performers to use straight from the red carpet.
TikTok users will also be able to create content using The BRITs 2020 playlist, which sits on the TikTok Sounds page in-app, and includes tracks from nominees, or get inspired by 40 editions of The BRITs with the nostalgia playlist, featuring tracks from previous winners and performers from 1977 to 2019.
TikTok’s UK general manager, Rich Waterworth, said: "Every day, TikTok’s UK users create content with millions of songs, and so partnering with the BRITs, the cultural moment for music in the UK, for its landmark 40th show was the natural thing for us to do.
"We’re proud of the way TikTok is palpably changing the way people consume music and to continue to bring the most exciting music content to our creative global community – the BRITs red carpet performance with Lewis Capaldi being a prime example of this."
Has your brand adopted a TikTok strategy yet? With over a billion downloads to date and an average dwell time of 52 minutes per day, it's no longer a channel to be sniffed at. Get in touch to find out how we can help create fans for your brand through physical and digital events.