TikTok is launching a new initiative called “Out of Phone: Branded Mission,” enhancing its existing “Out of Phone” offering. This innovative feature integrates TikTok’s interactive “Branded Mission” element with off-platform promotional opportunities, significantly expanding the potential for real-life displays.
“Branded Mission,” introduced by TikTok in 2022, allows brands to create participatory campaigns where creators can submit their content. Brands then choose their favorite videos that align with the campaign theme and amplify them through boosted ad traffic on TikTok. The new “Out of Phone: Branded Mission” will incorporate this user-generated content (UGC) into offline advertising channels, enabling brands to use the engaging and creative videos made by TikTok creators in various off-platform promotions such as billboards, in-store displays, and cinema ads.
According to TikTok:
“Lionsgate was among the first to leverage this solution with the release of “The Hunger Games: The Ballad of Songbirds & Snakes.” Activated in the heart of New York City, the campaign took over the most iconic screens in Times Square, tapping into the Hunger Games fandom on TikTok. Lionsgate activated an Out of Phone: Mission campaign where everyday creators were given their spotlight moment on the billboards.”
This example demonstrates how Lionsgate utilized the “Out of Phone: Branded Mission” initiative to promote their film. By engaging everyday TikTok creators and showcasing their content on Times Square’s billboards, the campaign effectively connected with fans both online and offline, highlighting the potential of this new advertising approach.
The offering will expand the creative potential of campaigns while also giving creators the opportunity to gain more exposure via new display types and screens. This could be a big lure, especially when considering exposure in high-profile locations like Times Square. TikTok has likely had to modify the usage permissions for this new type of campaign, but it could be a valuable and powerful way to boost engagement both on and off the platform.
It’s a higher-end ad option and will likely come with a price tag to match. However, it could be another way to boost interaction and engagement, sparking more creators to help promote your initiatives. By involving creators in these campaigns, brands can foster increased interaction and enthusiasm, potentially inspiring more creators to participate and help promote their initiatives.
