NRL star Luke Keary seeks the latest Kayo housemate in TikTok challenge
Kayo has leveraged the duet function on TikTok to help NRL player Luke Keary find a housemate.
The duet functions enables TikTok users to build upon an existing video by recording their own original as it plays alongside. The #KayoHousemate challenge sees Keary, a five-eighth for the Sydney Roosters, asks a series of housemate interview questions in the original video and invites sports fans to interact with him.
By taking up the challenge, fans have the chance to win a 12-month subscription to the sports streaming service.
@kayosportsDuet your answers to Luke Keary’s #KayoHousemate interview questions. Got top banter? Show us to win a 12 month Kayo subscription!♬ original sound – Kayo Sports
The social campaign kicked off earlier in the week to build excitement around last night’s launch of the 2021 NRL season. It also follows the launch of Kayo’s new brand platform ‘Sport Lives Here’, with a series of TVCs which feature Australian sports stars – including Keary – living together in Kayo House.
“We are excited to tap into a new audience of sports fans and see them creatively engage with our brand platform and have fun with it, in a way that’s unparalleled to other media channels,” said Kayo marketing director, Kim McConnie.
“Our collaboration with We Are Social and TikTok to understand the behaviours of the younger sports fan and how they use the unique features of TikTok, allowed us to activate our new ‘Sport Lives Here’ campaign in a playful way, handing over the creative reigns to the community, while making them aware of the breadth and depth of sports that only Kayo has.”
TikTok’s general manager of global business solutions for ANZ, Brett Armstong, added: “Kayo Sports have been a great partner to us at TikTok. This latest campaign from We Are Social leans into the unique opportunities that TikTok offers brands to engage directly with our community, motivating them to get actively involved in making their own TikTok videos for this campaign through clever creative. Kayo Sports have been working with us to reach our audience of sports fans and this campaign is a best practice example of how to do that.”
The TikTok challenge is the first work from We Are Social. Managing director, Susie Shaw, spoke of the influence of TikTok in targeting younger consumers.
“We’re achieving some great results with campaigns like this on TikTok, which has tripled its penetration in Australia in the past year, as we’ve seen in our latest Digital 2021 Australia report. It’s especially effective when it comes to engaging communities like sports fans and driving strong word of mouth,” Shaw said.
The challenge will appear on TikTok’s TopView and In-Feed channels and will be supported by paid ads on Instagram.
Credits
Kayo Sports:
Marketing Director – Kim McConnie
Head of Social – Carl Burgmann
TikTok:
Client Partner – Whitney Williams
Creative Strategist – Oliver Perry
Customer Solutions Manager – Tom Mennetrier
We Are Social:
Senior Account Director – Ben Mayor
Social Media Manager – Gianni Borrelli
Editorial Director – Suz Tucker
Social Creative – James Wilkinson
