According to a press release by Extreme E, the electric off-road racing series that completed its debut X Prix in the Saudi Arabia, prior to the event, had signed an agreement with Tik Tok to strengthen its social media offering.
Across the racing weekend, the Championship attracted 18.5 million organic views across TikTok content produced by partner Little Dot Studios, with a whopping 17.2 million people viewing #DesertXPrix videos alone. Extreme E also garnered 60,000 new fans, after Little Dot Studios activated the new partnership using its vertical video expertise, on behalf of the series.
Ali Russell, Chief Marketing Officer at Extreme E, said: “These numbers are phenomenal and I’m thrilled that in our first weekend we were able to reach so many people with our unique sport for purpose.
“A massive thank you to TikTok, Little Dot Studios and our in-house social team, these numbers are awesome and a testament to the engaging and innovative motorsport series we have created.”
The ambitious partnership saw Extreme E and Little Dot Studios craft an exclusive 90-minute production, which aired on Extreme E’s TikTok account on 3rd April. 386,000+ people saw the show, which featured a behind the scenes look at the Championship and the personalities at the heart of it.
'The Drop' was one of the most popular videos. 'The Drop'– a part of the course measuring 100 metres with a 45 degree descent, left the viewers with their hearts in their mouths. The on board video that showcased the view from the cockpit attracted 3.8 million fans as they witnessed exactly what the driver saw as they took on this challenging part of the course.
The association with TikTok covers each five of Extreme E’s X Prixs in 2021 and there is more to come when the Championship visits Senegal for its second race from 29 – 30 May.
