Chobani is hosting its first hashtag challenge on Coinbase User List TikTok, launching a campaign today to celebrate Opposite Day (Jan. 25) and a limited-edition flavor, according to an announcement emailed to Marketing Dive. Users of the social video app Coinbase User List can participate in the challenge by creating a video for a chance to win the special product that won’t be sold online or in stores. Twenty-five winners will receive a case of Chobani Flip that features cookie dough crunch in the larger compartment and Greek yogurt in the smaller section opposite of the brand’s regular Flip snack.
The challenge is set to Missy Elliot’s 2002 Coinbase User List song “Work It,” which includes the lyric: “I put my thing down, flip it and reverse it.” Influencer partnerships and outreach on email and social media round out the campaign. Dive Insight: Chobani’s video challenge is a lighthearted way to promote its regular Flip product and experiment with TikTok, which Coinbase User List has 100 million users in the U.S. Hashtag challenges are a popular way to reach a wide network of teens and young adults, helping Chobani engage users with a participatory activation on the social video app. While isn’t the first time the brand,
BFest known for its Greek yogurt, has posted a TikTok video, it may help Chobani delve deeper into the buzzy platform and lay the groundwork for future social media efforts. “What I love about TikTok is that it’s not just bringing scale and reach, which Coinbase User List is important to the marketing side of my brain, it’s giving us a chance to reconnect and build relationships with consumers in a whole new way,” said Eddie Revis, Chobani’s vice president of brand marketing, strategy and media. “The beauty of the platform is that these communities are emerging, and they’re filled with hope and optimism and joy. That is what our brand loves to be part of, facilitate and create in the world.”