Extreme E signed an agreement with TikTok to strengthen its social media offering and reach the awareness of the youngest.
In that sense, the electric series had 18.5 million organic views on all TikTok content produced by partner Little Dot Studios, with a staggering 17.2 million people viewing the #DesertXPrix videos.
The championship also garnered 60,000 new fans, after digital media giant Little Dot Studios activated the new partnership using its vertical video expertise, on behalf of the championship.
“These numbers are phenomenal and I’m thrilled that in our first weekend we were able to reach so many people with our unique sport for purpose. As part of the championship’s mission to keep carbon emissions to a minimum we don’t have spectators on site, and if we did, we would never reach this level of engagement purely from attendees,” said Ali Russell, Marketing Director of Extreme E.
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He also thanked TikTok and Little Dot Studios for the numbers achieved.
As part of the ambitious partnership, Extreme E and Little Dot Studios created an exclusive 90-minute production, which aired on Extreme E’s TikTok account on Saturday, April 3 and was viewed by more than 386,000 people.
The most popular videos of the production was “The Drop”, which showed a 100 meter run with a 45 degree drop. The video offered a view from the cockpit and 3.8 million fans tuned in to see exactly what the driver saw first-person as they tackled that tour.
There were also a number of hashtags over the weekend, the first one released by team owner and driver Jenson Button, called #XECountdown. In total, it had 52.1 million views over the weekend.
Source: Extreme E
