Kayo Sports turns to TikTok to find their new housemate in latest campaign via We Are Social
Kayo Sports and socially-led creative agency We Are Social, have partnered with TikTok in the latest campaign, #KayoHousemate.
The initiative, aimed at raising awareness and consideration among young Australian sports fans, supports Kayo’s new ‘Sport Lives Here’ brand campaign, recently launched with a series of TVCs that see Australia’s biggest sports stars living together in a home, just like they live together on the streaming platform.
Kayo enlisted Sydney Roosters star and ambassador Luke Keary, to conduct housemate interviews using TikTok’s unique Duets feature within a Hashtag Challenge, which allows users to build on an existing video by recording their own alongside the original as it plays. The campaign challenges users to show off their banter skills and get creative in answering the interview questions from Luke, giving sports fans the opportunity to interact with one of Australia’s biggest sportspeople and a chance to win a 12-month subscription to Kayo.
The #KayoHousemate Hashtag Challenge, the first for Kayo Sports, involves creators and athletes such as Joseph Manu, Jenna McCormick, Marty & Michael and Tom Armstrong, creating their own videos and adding their creative spin to the interview. The Hashtag Challenge campaign rolls out on TikTok this week, including TopView and In-Feed – plus additional ads on Instagram – to drive further awareness and participation.
Says Kim McConnie, marketing director at Kayo Sports: “We are excited to tap into a new audience of sports fans and see them creatively engage with our brand platform and have fun with it, in a way that’s unparalleled to other media channels. Our collaboration with We Are Social and TikTok to understand the behaviours of the younger sports fan and how they use the unique features of TikTok, allowed us to activate our new ‘Sport Lives Here’ campaign in a playful way, handing over the creative reigns to the community, while making them aware of the breadth and depth of sports that only Kayo has.”
Says Brett Armstrong, general manager of global business solutions ANZ, TikTok: “Kayo Sports have been a great partner to us at TikTok. This latest campaign from We Are Social leans into the unique opportunities that TikTok offers brands to engage directly with our community, motivating them to get actively involved in making their own TikTok videos for this campaign through clever creative. Kayo Sports have been working with us to reach our audience of sports fans and this campaign is a best practice example of how to do that.”
Says Suzie Shaw, managing director, We Are Social: “We’re achieving some great results with campaigns like this on TikTok, which has tripled its penetration in Australia in the past year, as we’ve seen in our latest Digital 2021 Australia report. It’s especially effective when it comes to engaging communities like sports fans and driving strong word of mouth.”
View the films below:
Duet your answers to Luke Keary’s #KayoHousemate interview questions. Got top banter? Show us to win a 12 month Kayo subscription!♬ original sound - Kayo Sports
Do you reckon we should become Kayo Housemates?? #kayohousemate @kayosports #ad #martyandmichael #sport #kayo #housemate♬ original sound - Marty and Michael
Pick me to be the new #KayoHousemate 🙋🏻♀️🤞🏼 @kayosports #ad♬ original sound - jennamccormick
Should Hans be the next #KayoHousemate ? 😂 @kayosports #ad #german♬ original sound - Tom Armstrong
Marketing Director – Kim McConnie
Head of Social – Carl Burgmann
Client Partner – Whitney Williams
Creative Strategist – Oliver Perry
Customer Solutions Manager – Tom Mennetrier
To learn more, visit https://www.tiktok.com/business/en
We Are Social:
Senior Account Director – Ben Mayor
Social Media Manager – Gianni Borrelli
Editorial Director – Suz Tucker
Social Creative – James Wilkinson
I saw these on platform the other day. And they were actually really uncomfortable to watch.
A shame, because the possibilities on Tiktok are limitless. Simply copying other videos won’t make for creative, or good work.
Copying videos is what Duets is. It’s one of the most popular TikTok-native formats on the platform.
But glad to know I have now reached the stage where I am too old for the current social media trends.
We really do need to ban tiktok.
Not quite. Duetting doesn’t mean copying other videos. In the one i saw on the platform, he took about 10 overused mechanics and shoehorned them all into once video alongside each other. It really was cringeworthy.
Social media just always seems like the same idea
Yeah, I’m talking about you.
Bit ageist. But i’m under 30 and still think this is shit.
Really hard to see what the idea is. And what the point is.
The thing about Tik Tok is they’ll happily take your money when you don’t have anything to work with.
This is horrendous. was actually Money paid to make this?