Social media network TikTok has been named as an official partner of the upcoming EE BAFTA Film Awards, taking place at the Southbank Centre’s Royal Festival Hall on 16 February.
The collaboration will see TikTok unveil a series of exclusive in-app features, including a #WhatToWatch hub and official BAFTA Search Hub, bringing together all official BAFTA content as well as the best awards content from the app’s film-loving community.
As part of the deal, TikTok will also introduce its Film Club, an accelerator programme inviting creators to produce BAFTA-inspired content, with a chance to win tickets to the BAFTA Film Awards ceremony.
“This partnership cements TikTok’s place as the home of entertainment, connecting our community with the magic of the EE BAFTA Film Awards like never before,” said TikTok head of operations for UK, Ireland and Nordics, Melissa McFarlane.
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“BAFTA represents the pinnacle of creative excellence, we’re excited to help our creators and publishers highlight the incredible talent being recognised. It’s transforming how audiences discover and engage with the art of film.”
TikTok influencers who have been enlisted to take part in the promotional campaign will include Dujon Anderson, Max Balegde, Seth’s Film Reviews and Naomi Julien.
BAFTA head of digital content, Paul McMahon added: “The EE BAFTA Film Awards are a global moment that celebrate exceptional filmmaking as well as inspiring future generations both on and off screen.
“This year we’re thrilled to be partnering with TikTok, alongside some of their top creators and publishers, to enable deeper connections with film and entertainment fans on our fastest-growing platform.”
