The National Football League announced a new partnership with TikTok, including plans to sell ads together so brands can sponsor the league’s content and hashtags on the Chinese-made mobile video app. On Tuesday, the NFL unveiled an official TikTok account that accumulated almost 260,000 fans by midday. It also proliferated the hashtag “we ready,” which was meant to inspire users to share videos of how they prepare for opening day on Thursday. The NFL has been talking with TikTok for the past several months about a formal partnership, says Blake Stuchin, VP, digital media business development for the NFL. “We’re always following the market landscape and looking at new products to continue to challenge ourselves and innovate,” Stuchin says, adding that the league has been interested in TikTok “going back to Muscial.ly.” TikTok’s owner ByteDance bought Musical.ly in 2017. Both apps catered to lip-syncing users showing off their musical interests in short videos. Now, just TikTok, the app has expanded into a more general-interest video app, where users and brands congregate around hashtags. Sponsored hashtags were TikTok’s first ad product, debuting with Guess jeans last year. The app has since expanded into more traditional video ads and product integrations with e-commerce components, so users can buy what they see in videos. The NFL did not disclose the terms of the deal, only saying that it’s a multiyear partnership. The league did not pay to promote the "we ready"... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-09-03 17:42:40 UTC ]
Written By: Charlotte Williams Publication Date: Mon, 19/09/2011 - 08:20 Scotland is to hold its first Crime Writing Festival next year, supported by Stirling Council, Creative Scotland and the University of Stirling, and working closely with Stirling's general literary festival, Off the Page.... Continue reading at The Bookseller
[ The Bookseller | 2011-09-19 00:00:00 UTC ]
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