TikTok 'Find More Funny' at Edinburgh Fringe Festival 2022

Client: TikTok UK

As headline sponsor for the first time at Edinburgh Fringe Festival, TikTok partnered with SEEN Presents to devise and execute their presence over the three-week-long 2022 event. Our 12-strong team, on site for 30 days, brough our ‘Find More Funny’ campaign to life across seven activations at this iconic cultural entertainment festival, demonstrating TikTok’s commitment to support entertainment and performers at every level.

Highlights included: • Over 7,000 free cups of coffee provided to passers-by at the Mound, in three bespoke-built shipping containers, across nine days. • The Royal Mile, the epicentre of Fringe, featured a brand-new 6m high, two-sided LED totem, designed to echo the iconic, traditional printed totems that used to adorn the Royal Mile to advertise acts and shows. Live for 24 days, our totem hosted 288 hours of content for over 400,000 passing festival go-ers. • A secret gig welcomed 150 lucky ticket winners to a surprise celebrity performance, while Creators were hosted at an exclusive dinner. • A livestream studio was specially built for performers to perform on TikTok. The studio’s jam-packed schedule took place on the smallest physical stage, yet hosted the festival’s largest audience of over 250,000 viewers – and 200,000 people engaged with likes or comments during the stream. • Workshops and 1-2-1s in a welcoming lounge space in St James’ Quarter, where Fringe performers gained invaluable TikTok advice throughout the festival. • #edfringe hashtag viewed 180.3 million times on TikTok which on average is 50% higher than typical campaigns of this size!