94th Oscars x TikTok Partnership

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The Academy of Motion Picture Arts and Sciences and TikTok, partnered to create a variety of content around the 94th Oscars including: TikTok LIVEs, exclusive behind-the-scenes moments, red carpet coverage, and Oscars recap footage.

The Academy partnered with TikTok to identify creators and impactful moments,  as well as create exclusive access throughout the 94th Oscars season. The goal was to increase awareness, drive tune-in, and attract a younger avid audience of movie lovers and aspiring filmmakers.

Moments & Experience included:

  • 2x fully-promoted LIVE streams via @TikTok Red Carpet LIVE + @Oscars Backstage LIVE
  • 2x Editorial Hashtags: #Oscars + #OscarsAtHome
  • Exclusive Oscars-branded effect
  • 2x UGC trends: #OscarsAtHome and Encanto in-broadcast integration 
  • TikTok created a centralized search hub where users could find the latest hashtags (#Oscars / #OscarsAtHome), @Oscars posts, and official accounts to follow.

Talent & Creators featured:
Sofia Carson, Reece Feldman, Juju "@Straw_Hat_Goofy" Green, Emily Uribe and more!

The Oscars x TikTok partnership resulted in:

  • Oscars-related hashtags (#OscarsAtHome and #Oscars) contributed to ~18B+ video views and 6M+ videos published.
  • 8 @Oscars creator videos, that spearheaded the launch of the #OscarsAtHome TikTok Hub, accumlated 3M+ views.
  • 8 @TikTok Red Carpet videos posted on their feed accumulated 6M+ views.
  • @Oscars Backstage LIVE featuring Sophie Carson, Reece Feldman and Shawn Finnie reached 400k+ unique users.
  • Oscars Red Carpet LIVE was one of TikTok's most successful red carpet lives to date, accumulating 2.1M+ total views.
  • 88 TikTok UGC videos featured during the in-broadcast LIVE Encanto performance at the 94th Oscars.
  • This partnership attributed to 307k+ new followers on Oscars' TikTok channels (@Oscars and @TheAcademy)

Content:

@straw_hat_goofy We made it!!#OscarsAtHome #oscars @oscars #academy Onepiece - Overtaken - Main Theme - Geek Music

@justthenobodys Reply to @gfs_spaxy Comment what we should talk about next! @theacademy #OscarsatHome #Oscars #Academypartner #fyp #foryou original sound - JustTheNobodys

@romanlolo WATCH THE OSCARS TOMORROW AND SEE IF THIS MOVIE WINS #Oscars #OscarsAtHome #AcademyPartner @theacademy I Can Feel It v3 - Nick Sena and Danny Echevarria

@durafest2 Reply to @oscars #Oscars #OscarsAtHome #AcademyPartner original sound - Alex and Pablo

@callmebelly tune in tonight to the Oscar’s @theacademy #OscarsAtHome #oscars #dune #chilioilnoodles #chilioil #noodles Pauls Dream (From "Dune") - Geek Music

@oscars It’s @mooreamor's time to shine! We love her gracious #OscarsAtHome acceptance speech! #Oscars#AcademyAwards #movies #inspiration#glamorous#gratitude original sound - The Oscars

@oscars @zzzachariah recreates an iconic #Oscars Moment! Sally Field’s 1984 acceptance speech! #OscarsAtHome - #AcademyAwards #SallyField #iconic #YouLikeMe original sound - The Oscars

@oscars The #Oscars are Black Tie but pants are optional when you #OscarsAtHome! Great speech @webheadedhero original sound - The Oscars

@oscars @sterlingmonett is swoon-worthy in this 1999 #GwynethPaltrow #Oscars inspired look. #OscarsAtHome - #AcademyAwards #movies #fashion #redcarpet original sound - The Oscars

@oscars @caitchristinee has so many people to thank, but so little time! #OscarsAtHome #AcademyAwards #Oscars #filmtalk #Acceptancespeech #filmmakersoftiktok original sound - The Oscars

@oscars @thereelrejects got their #OscarsAtHome moment and they’re going to speak their mind! #Oscars #AcademyAwards #comedy #movies #speakyourtruth #OMG original sound - The Oscars

@oscars @jenningsbrower tears of joy while he accepts his #OscarsAtHome! #Oscars #AcademyAwards #Filmmakersoftiktok #tearsofjoy #inspiration original sound - The Oscars

@oscars @rebeccaseals is pretty in pink as she accepts her #OscarsAtHome! #Oscars #AcceptanceSpeech #AcademyAwards #hourglass #filmmakersoftiktok original sound - The Oscars

@tiktok #TimotheeChalamet on the #Oscars original sound - K.

@tiktok EVERYONE BE COOL, TIMOTHÉE IS HERE. cc: @emilyuuribe #oscars original sound - TikTok

@tiktok talking to the person that we can’t talk about #Bruno #Encanto #JohnLeguizamo #Oscars original sound - TikTok

@tiktok stars @straw_hat_goofy & @Emily are ready for the #Oscars original sound - TikTok

@tiktok get to know @Juju, one of our hosts to the #Oscars original sound - TikTok

@tiktok @straw_hat_goofy and @Emily will be hosting the Oscars Red Carpet today at 2:30 PM PT on TikTok LIVE @sofiacarson @guywithamoviecamera original sound - TikTok

@tiktok Maybe @haimtheband should just co-host all TikTok Lives? #oscars @emilyuuribe @straw_hat_goofy original sound - TikTok

@tiktok which member of La Familia Madrigal are you? #Encanto #oscars original sound - TikTok

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