Programmatic Lunch

TikTok and the British Olympic Association launch the #IamTeamGB challenge

Alyssa Clementi

Short-form video platform TikTok has teamed up with the British Olympic Association and Team GB to launch a new campaign aimed at getting more Brits involved in the “I am Team GB” initiative. With the #IamTeamGB challenge, TikTok users could record themselves playing sports or getting active, then send the clip into Team GB’s TikTok account.

The challenge resulted in over 6.8m views and helped Team GB’s account gain 8.7k new followers and earn 77k hearts. Some well-known professional athletes also participated in the campaign, including Katherine Copeland MBE (rower), Anthony Ogogo (boxer) and Laura Kenny CBE (track and road cyclist). According to TikTok, the #IamTeamGB challenge prompted 1,000 short-form videos to be submitted in participation of the Nation’s Biggest Sports Day.

Team GB commercial director, Tim Ellerton, said “I Am Team GB’s aim was to get the nation moving as part of the Nation’s Biggest Sports Day and beyond to drive sustained participation in physical activity.

Ellerton continued, “TikTok’s hashtag challenge feature is a great example of how we were able to drive physical participation, in a relevant, authentic way, to a younger audience through social. We were really pleased to see the levels of engagement in the lead-up to and on the day of I Am Team GB, which emphasized the different activities that people were getting involved in to show their support for the day.”

George Nikolau, European community manager, TikTok, said “it was absolutely amazing to have an opportunity to support this event via #IamTeamGB hashtag challenge. Our community loves getting involved in sports and fitness-focused challenges and once again, their response was exceptional.”

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