La Liga jumps on TikTok to promote the start of new Spanish football season

La Liga tapped short-form video content platform TikTok to promote the start of the new Spanish football season on August 16.

The campaign allowed TikTok users from more than 40 countries, including Singapore, to participate in an in-app challenge when they follow the hashtag, #HolaLaLigaSantander.

The challenge featured an interactive filter with a virtual football to allow football fans to show off their headbutting skills and compete against other users and football clubs like Barcelona, Sevilla, Atletico Madrid and Real Madrid.

The Bytedance-owned platform claimed that football is one of the most popular categories with 2.2bn views.

“For us, being on TikTok is key, because it allows us to reach millions of new users and remain in the lead in the entertainment industry. We will be able to show many more followers that we are the best league in the world, infecting them with our passion for football, ” explained Alfredo Bermejo, director of digital strategy at LaLiga.

“It is that the popularity of TikTok has increased, today it has become the most downloaded platform of the last year, captivating users of all ages and nationalities.”

TikTok has been on a drive to showcase its fledgling ad offerings to brands and agencies, especially in South East Asia, where it recently held its first marketing conference to promote the value of short-form video content and access to creative talent.

However, it has yet to address the brand safety issues the business is facing globally.


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