The Objective
To celebrate the launch of Sing 2 in Italy, Universal Pictures came to TikTok for an irresistible Hashtag Challenge that would not only promote the movie, but engage a brand new audience across the country in a singing contest like no other.
The Solution
To help launch Sing 2 with a bang Universal Pictures, with the entertainment specialist agency Brad&k Productions and the media agency Mediacom, created Italian cinema’s first ever Hashtag Challenge combined with a Branded Effect. Putting people on stage through the clever effect, the #Sing2Dream challenge called on the TikTok community to sing their finest rendition of one of the film’s most popular songs. And most exciting of all? The best videos would be chosen to feature in a mashup compilation shown at the start of Sing 2 in all UCI cinemas. Universal Pictures also worked with popular Creators and movie voice actors on a series of official videos that helped to kick-start the challenge in a big way.
The Results
The Universal Pictures campaign proved the popularity of Hashtag Challenges perfectly, generating an astonishing 600 million video views, alongside a total impression count of more than 30 million. An impressive engagement rate of 4.5% and a total video creations count of over 212,000 also shows just how well-received this challenge was amongst its target audience.
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