By Shawn Lim

La Liga tapped short-form video content platform TikTok to promote the start of the new Spanish football season on August 16.

The campaign allowed TikTok users from more than 40 countries, including Singapore, to participate in an in-app challenge when they follow the hashtag, #HolaLaLigaSantander.

The challenge featured an interactive filter with a virtual football to allow football fans to show off their headbutting skills and compete against other users and football clubs like Barcelona, Sevilla, Atletico Madrid and Real Madrid.

The Bytedance-owned platform claimed that football is one of the most popular categories with 2.2bn views.

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Source: The Drum