The campaign includes a contest called #DuetWithNBA and will engage with existing fans on the platform app for the entire duration of the 2019 NBA Finals between Golden State Warriors and Toronto Raptors.
The contest invites users to create duets with any video hosted on the NBA India account on TikTok using hashtag #DuetWithNBA and tagging NBA India while posting. The top-three selected duets will be featured on the post-show presentation of the NBA Finals on Sony Ten1/Ten3. Gratifications also include gift vouchers to purchase NBA Fanwear for 10 selected participants.
The NBA announced a global partnership with ByteDance, the parent company of TikTok in November 2018 that aimed at delivering customized, short-form mobile content to ByteDance’s hundreds of millions of global users.
NBA VP global business operations Diane Gotua said, “At the NBA, we are always looking at partnerships that allow our fans to engage with the league across various content platforms. With the ongoing NBA Finals, we are certain that the campaign with TikTok will give our existing and new fans an innovative way to express their excitement for what promises to be an exciting conclusion of the season.”
TikTok India director business development Mayank Gandotra said, “TikTok is thrilled to partner with NBA this basketball season. We are excited to bring to our active sports community pan-India exclusive content and engaging in-app challenges. Powered by technology that enables intelligent discovery, TikTok is well-positioned to meet the demands of users seeking to consume and interact with sports content on mobile platforms in a smart and efficient way, making this a mutually beneficial partnership.”