TikTok becomes content partner of the IAA

The short video platform TikTok will become an official partner of IAA Mobility 2021 and Messe München.

The partnership will focus on formats and content within the app that can be designed directly by the trade fair, the community, and brands.

In collaboration with well-known TikTok stars as well as personalities from the automotive and tech industries, “educational and creative content” will be created around mobility, innovation, design and sustainability.

This would give brands the opportunity to present their product launches, innovations, talks and mobility offers, particularly to a young target group.

“TikTok is the perfect place for a new kind of IAA experience and, as a content and entertainment platform, we can further expand our community’s enthusiasm for mobility topics,” says Thomas Wlazik, Managing Director Global Business Solutions, TikTok DACH.

VDA President Hildegard Müller is also looking forward to the partnership “particularly to the dialogue with young adults. We don’t just want to present our vision of sustainable, digital and climate-friendly mobility. We also want to listen, take on board questions and possible fears and enter into an exchange on an equal footing.”

Some brands are using the IAA as an opportunity to launch their own campaigns on TikTok.

© Photo: Solen Feyissa, Unsplash / Source: aum, ampnet