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Phase 3 of Pepsi’s Swag Step Challenge sets record on video app TikTok
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Friday, 27 December, 2019, 15 : 00 PM [IST]
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Our Bureau, New Delhi
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The Swag level of video creation app TikTok soared recently, as Pepsi India gave its Swag Step Challenge a new spin. The third phase of the challenge was associated with the Dabangg 3 film franchise.
The Challenge was one of the first motion-triggered challenges created by a brand on TikTok in India. Users can make a Swag sign using their hands to trigger Pepsi-branded sunglasses and nod to flip the glasses in the air.
It broke all records on the app, and saw over 5.4 billion views and over 1,00,000 user-generated videos over a four-day period.
The Swag Step Challenge became the fastest hashtag challenge using a branded effect to reach 1,00,000 video creations globally.
It also features a video starring Pepsi’s new brand ambassador, Salman Khan encouraging his followers to take the challenge and don the Dabangg Pepsi shades.
A PepsiCo India spokesperson said, “We are very excited with the response to the Swag Step Challenge. The immense love shown by consumers has helped the Challenge set new benchmarks on the app and break the world record on consumer engagement.”
“The Dabangg edition of the Swag Step challenge received over 1,00,000 video uploads, while the Swag Step Challenge series, started earlier this year, has about 30 billion views overall. We look forward to delighting consumers with new and exciting content on the app in the coming year,” he added.
Sachin Sharma, director, sales and partnerships, TikTok, said, “TikTok successfully allows brands to engage with audiences in an entertaining format. Multiple brands repeated collaboration with us is a testament of the power of short-format videos.”
“PepsiCo is our esteemed partner and one of the first few organisations who leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi, which has been one of our most successful campaigns in India,” he added.
“The current Dabangg Challenge with our cutting-edge motion triggered brand effects technology has broken records, and is topping the popularity charts on our platform. Our association with Pepsi has been very rewarding and we look forward to collaborating with them in the future as well,” Sharma said.
Currently, the cumulative number of views generated across the #SwagStepChallenge series stands at about 30 billion.
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