ByteDance’s TikTok, advertising platform Crackle Connex, and video rental company Redbox are teaming up for a series of digital out-of-home (DOOH) activations to promote each of their services.
Through the partnership, over 3,000 Redbox kiosk screens spread across the U.S. will stream content from the TikTok app and allow brands to buy ad space directly beside these videos.
These kiosks will be located in high-traffic areas that include grocery and retail stores.
Philippe Gueltin, chief revenue officer at Chicken Soup for the Soul Entertainment, which owns both Redbox and Crackle Connex, believes that TikTok is the go-to platform for short-form video consumption.
“This new partnership provides advertisers a unique opportunity to reach new audiences and drive engagement,” he explained in a press release.
TikTok head of global distribution and new screens Dan Page also shared the company’s excitement in expanding the experience of Redbox kiosks.
"This partnership allows us to bring together the power of our exceptional content with the high visibility of Redbox kiosk locations, creating an effective and fresh approach to advertising,” he added.
Brands have already expressed interest in exploring ads with the DOOH activations.
Heider Real Estate CMO Sean New shared that his company – which has 3.4 million followers on TikTok – is interested in working with Redbox and TikTok.
“I look at TikTok as skewed toward the younger generation who are more online web users. They’re into streaming services, and I don’t necessarily see them as the biggest audience for Redbox,” he shared.
However, New also believes that Redbox’s audience is different and called the partnership “interesting” and a good way to cater to two separate audiences.
“On the flip, I see Redbox as catered toward more of the old-school generation that’s using DVD players and physically going to pick up movies,” the CMO explained.