Short-form video platform TikTok activated a live-stream of the BRIT Awards red carpet to Piccadilly Lights last night.
The live stream at Europe’s largest digital OOH screen took place at 5.30pm on Tuesday.
The BRIT buzz
It brought the buzz of the red carpet to the heart of the West End. The aim was to deliver the excitement of the awards for those who couldn’t be there in person.
Also kicking off on the night were 30 large-format projections in and around the city. Each of these announced TikTok’s partnership with the BRIT Awards.
User images from TikTok’s popular #redcarpetready hashtag challenge featured alongside the call to action to “Watch the BRITS red carpet, live now on TikTok.”
OOH activity
These event day OOH executions supported art murals, digital OOH activity, and large-format banners. They built anticipation in the run up to the UK’s biggest music event.
They included a building wrap featuring BRIT Award nominee Lewis Capaldi in Glasgow city – a nod to the artist’s hometown.
The OOH campaign was created by Ogilvy and planned and booked by Talon and Hearts & Science.
It supported a broader campaign executed by Hearts and Science. This included two TV spots running during the Brits live show.
TikTok also had a significant presence on digital channels. It had video amplification and skins running across Spotify, Vevo, Global and Ladbible.
Intimate access
“TikTok’s global community is recognised for its passion for music and creativity”, Jana Ulaite, Head of Brand Marketing Partnerships at TikTok said
“Our collaboration with the BRIT Awards allows us to give our users intimate access to Britain’s premier music event red carpet; as it happens, live on their smartphones and OOH.
“The OOH campaign perfectly mirrors that commitment by bringing the joy, buzz and hype of the awards, the featured artists, and thrill of the red-carpet arrivals, directly to the streets of London for people to experience while they are out and about in town.”
Emily Hyne, Business Director, Talon added: “To celebrate their partnership with the BRIT Awards, TikTok wanted a campaign that delivered true stand out.
“By taking over London’s iconic Piccadilly Lights, and creating a series of executions that use unique OOH formats and locations, we have created a cut-through campaign that immerses the capital in the buzz and excitement of Britain’s most renowned music event.”