TikTok has announced that it has signed on to become the Official Platform Partner for the 2024 Toronto International Film Festival, which will see the app incorporate a range of themed activations and promotions to help users celebrate the event.
As explained by TikTok:
“Movie buffs and film fanatics can join in on the excitement at TIFF by accessing our interactive experience on TikTok. Search TIFF to check out the in-app #TIFF24 Search Hub featuring the latest fan content, red carpet glamour and peeks inside star-studded screenings throughout the festival.”
TikTok will also be bringing a selection of creators to the event, who’ll be hosting premiere screenings, and co-hosting post-screening Q&As with TIFF Programmers. TikTok’s also running a panel at the event focused on “the power of fandom,” and how collaborating with TikTok creators can help boost the popularity of film releases.
It’s a good way for TikTok to connect its brand with trending discussion stemming from the event. And with research showing that 47% of TikTok users have discovered a new movie via the app, there’s clearly a lot of interest in film and celebrity content.
That’ll also facilitate expanded opportunities for brand tie-ins and affiliations, by connecting to the evolving TIFF discussion, and expanded chatter based on the latest film premieres and celebrity news.
It could be a good way to hook into the zeitgeist, especially for brands in Canada.
You can check out TikTok’s Toronto International Film Festival hub by searching #TIFF24 in the app.