THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

94th Oscars x TikTok Partnership

Entered in Brand Partnership, Branded Content, TikTok Partnership

Objective

The Academy of Motion Picture Arts and Sciences and TikTok, partnered to create a variety of content around the 94th Oscars including: TikTok LIVEs, exclusive behind-the-scenes moments, red carpet coverage, and Oscars recap footage.

Strategy

The Academy partnered with TikTok to identify creators and impactful moments, as well as create exclusive access throughout the 94th Oscars season. The goal was to increase awareness, drive tune-in, and attract a younger avid audience of movie lovers and aspiring filmmakers.

Moments & Experience included:

2x fully-promoted LIVE streams via @TikTok Red Carpet LIVE + @Oscars Backstage LIVE

2x Editorial Hashtags: #Oscars + #OscarsAtHome

Exclusive Oscars-branded effect

2x UGC trends: #OscarsAtHome and Encanto in-broadcast integration

TikTok created a centralized search hub where users could find the latest hashtags (#Oscars / #OscarsAtHome), @Oscars posts, and official accounts to follow.

Talent/Creators featured: Sofia Carson, Reece Feldman, Juju "@Straw_Hat_Goofy" Green, Emily Uribe and more.

Results

The Oscars x TikTok partnership resulted in:

Media

Entrant Company / Organization Name

Academy of Motion Picture Arts and Sciences

Links