For brands seeking widespread appeal, it’s good to have a presence where the shoppers are. And right now that’s the video-sharing platform TikTok, which surpassed 1 billion monthly active users around the globe in September.
In its debut U.S. TikTok challenge, #ShareTheMagic, Coca-Cola has enlisted Grammy-nominated artist Khalid to ask users to express themselves by showing off their special talent—whatever that might be. Khalid’s new track “Open” serves as the challenge’s soundtrack.
As of noon ET, the #ShareTheMagic hashtag has garnered more than 90 million views.
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