The objective was to promote the new song ‘Face Off’ by TechN9ne, featuring Joey Cool, King Iso and Dwayne Johnson by creating a viral TikTok audio track and challenge hashtag
When Strange Music kicked of the #FaceOffChallenge, we took on the responsibility to make it authentic to Dwayne’s social voice and tone. We created a lip sync video with the TikTok audio of Dwayne’s verse to encourage UGC on TikTok. We promoted the challenge across platforms, always driving back to the TikTok audio page.
#1 Top Track on TikTok as of 10/25/2021 (for context, this is defined as the track with the biggest change in video views over the week prior)
There are now 1.5M videos on the audio with 500k of those created within the first two weeks of it being on the app.
Over 100m views on Dwayne lip sync video and 17M likes.
The song itself climbed to #1 rap song in the country on iTunes and the #1 video on YouTube within the week of launch.
