Sending Major Lazer viral with a football based TikTok challenge.

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Who are mTheory?

mTheory, a US based artist development platform, were looking to really create some buzz around Major Lazer’s new single ‘Can’t Take It From Me’. Having had amazing results from their previous TikTok campaign for Petit Biscuit, they wanted to replicate that and release the song with an absolute bang.

What was the plan?

Given the energetic and inspiring sound and lyrics of the track, mTheory & Major Lazer wanted to create a TikTok challenge which would channel that to the audience. 

The result was the #canttakeitfromme challenge. The idea was to use sporty TikTokkers to create a video of them showing off their skills in a ball sport, whether that be football, basketball or rugby. To keep the challenge even closer to the song, each individual TikTokker had to stop their opponent from taking the ball from them, hence “can’t take it from me”.

Once we’d developed this campaign idea, we then invited influencers across the globe from UK, US and Mexico to take part in the campaign promoting it in an organic way to their audience.

What was the result?

The campaign was an absolute smash hit and exceeded already sky high expectations.  The hashtag not only gained 8 million views, but became one of TikTok’s trending hashtags with it being featured on the trending page. Our influencer’s videos saw 450k hearts with the overall campaign seeing over 2 million hearts on the campaign. At time of writing, over 40k videos had been created entering the challenge proving this to be a roaring success. It was clear that the challenge and song fit together perfectly and roused huge interest in the TikTok community.