Title: Songkran Stranger
Date Of Campaign: 13 April 2021
Background: Thailand has its own New Year called Songkran, the water splashing festival and the longest holiday break. For the first time in its history, the Songkran festival was left dry nationwide due to the pandemic. TikTok, as an entertainment platform, and as a challenger’s brand we have to stay relevant. This is a huge opportunity to become a no.1 entertainment application in Thailand.
Idea: TikTok bring the cancelled Songkran festival to the digital world by innovating its unique features “Duet and Stitch” and released its first interactive film. Any user nationwide can co-star with Thailand’s superstar actor, and through this storyline everyone can virtually insert themselves into scenes of getting splashed, patting powder, exchanging dialogue, or interacting however they like with their favorite actor. Everyone can join the biggest ever Songkran festival and experience every Songkran ritual on TikTok.Titled “Songkran Stranger”, the short film follows Linn, a woman who gets dumped every Songkran, because she turns into a different person every time she gets splashed with water. That is until she meets the bartender, Mario, who is the only man willing to date her despite her strange condition.Through this storyline and Tiktok’s duet and stitch features, any user can virtually insert themselves into scenes of getting splashed, patting powder, exchanging dialogue, or interacting however they like with their favorite actor or actress. More than a film, “Songkran Stranger” is an invitation to all of Thailand to enjoy their holiday season through an innovative entertainment experience exclusively on TikTok
Results: Throughout the 3-day festival,- The film got 94 million views- 78 million impressions- 92,000+ user-generated contents- More than 5 million baht in earned media- App downloads peaked during the festival- TikTok rose to be the No.1 entertainment app- Established a new form of entertainment for the platform, the “TikTok Interactive Series”- With the positive feedbacks, there are two “TikTok Interactive Series” upcoming.