#TAPANDMOVE Challenge
TikTok for business, with AC Milan and Skrill.

In 2020, Skrill, a leading digital wallet provider operating in more than 120 countries, became Premium Partner of AC Milan, an Italian professional football club known as one of the most successful in the world. In order to communicate their partnership, among their 2021 marketing activities, they scheduled a promotional campaign to support the special “Skrill Day”.

For the occasion, the two brands had to choose how to engage their fans considering the pandemic restrictions, such as closed stadiums and forbidden gatherings.

Creativity and engagement to highlight a new partnership

TikTok: a new narrative for marketing activities

With the support of Triplesense Reply, Skrill and AC Milan decided to run the campaign on TikTok, the leading destination for short-form mobile videos.

TikTok, the social media phenomenon of the past year, includes challenges as one of its top trends, and Triplesense chose to launch a challenge using the funny and easy-to-follow hashtag #TapAndMove. This sparked a viral moment among the Italian fan community, generating remarkable levels of targeted Gen Z and Millennial engagement.


#TAPANDMOVE
a branded challenge with surprising effects

From 27th December 2020 to 1st January 2021, as a teaser of the “Skrill Day” event, Triplesense Reply created the #TAPANDMOVE branded hashtag challenge. The challenge was based upon the fact that Skrill is a payment app that lets users transfer money quickly and securely, with an easy tap on the smartphone. The idea was to be able to change what’s around us in the same way, just with a simple tap. The creators were invited to make videos in which the tapping on their smartphone triggered the movement of objects, clothing, furniture, animals…with a surprising effect.

No limit to creativity: the goal was to amaze, entertain, amuse. The campaign was kicked off with the help of five AC Milan players and two AC Milan Legends, who recorded videos of themselves taking part in the challenge.

The player videos were then used in three further TikTok advertising solutions to boost the campaign and to encourage the community to get involved. A catchy audio soundtrack also accompanied the videos, adding to the immersive feel of the challenge.

The results

Lasting for six days (27th December 2020 – 1st January 2021), the AC Milan branded hashtag challenge successfully drew thousands of young people across Italy in the engagement and sharing of the campaign, resulting in a huge amount of exposure for the club’s sponsor and a great deal of engagement for the club itself.

Almost 300,000 user videos were created during the campaign, with an incredible 353 million hashtag challenge video views recorded, and a 12,4% engagement rate.

Triplesense Reply is a Reply Creative and Design Consulting Agency, specialized in digital communication, user centered design and interaction between brand and people, integrating technological and strategic know-how with a creative vocation.