TikTok In the Mix

Summary:
"In The Mix," hosted in Arizona, was a groundbreaking event by TikTok that transcended traditional music festivals. This dynamic convergence of music, creativity, and community brought the heart of TikTok's billion-strong community into a real-world setting. The festival offered a spectrum of experiences from global music stars to innovative brand activations, embodying TikTok's ethos of creativity and inclusivity. The event marked a milestone in live digital events, attracting a global audience and setting new benchmarks in viewer engagement and brand collaboration.

Innovation & Impact:

"In The Mix" showcased TikTok's expertise in crafting events that merge digital with real-world experiences, creating a new standard for live event engagement.

• Record-Breaking Viewership: Achieved 33.6 million total unique viewers, making it the most-watched live event on TikTok.

• Global Audience Reach: 73% of viewership was international, underlining the event's worldwide appeal.

• Extensive Watch Time: Accumulated over 714k hours of total watch time, equivalent to 81.5 years.

• Organic Traffic: 60% of the total global viewership came from organic sources, highlighting the event's intrinsic appeal.

• Major Sponsorships and Brand Activations: Paramount and Coca-Cola significantly contributed to the event's success, resulting in 110M branded impressions.

• Global Diversity: Attracted diverse viewership from across the globe, with significant contributions from Brazil, Mexico, and several other countries.

Content:

• The event featured a blend of dynamic festival montages, showcasing the vibrant energy and diversity of the festival.

• Broadcasted across multiple channels, the event reached an impressive 2 billion impressions from paid media.

• Headline performances from global music icons like Cardi B and Niall Horan captivated millions worldwide.

• Brand activations from Coca-Cola and Paramount provided interactive and memorable experiences for attendees.

• The event's success set the stage for future, even more immersive TikTok experiences.

Key Roles:

• Jarek Carethers, TikTok Head of Creative Innovation

• Lex Greene, TikTok Head of Creative Innovation

• Lauren Birnbaum, TikTok Head of Partnership Solutions

• Lauren Wexler, Media Lead

• William Granberry, Global Marketing

• Paul Hourican & Lysa Cardenas, Global Music Partnerships