Last year we launched Out of Phone, the solution that has been revolutionizing advertising on TikTok — and beyond. Out of Phone allows brands to amplify their on-platform campaigns to screens and networks ranging from billboards to cinemas and more, spreading our community's joy, authenticity and connection to an endless possibility of new audiences. Today, we are announcing an extension of the program, Out of Phone: Mission, that enables brands to leverage one of our most powerful advertising tools, Branded Mission, beyond the platform, harnessing TikTok's engaged community and participatory nature and supercharging it. 

Branded Mission was first introduced in 2022 and has since helped hundreds of brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users. The three-in-one advertising solution enables brands to crowdsource authentic content from creators on TikTok, boost top-performing videos as ads and drive media impressions.

By combining the power of TikTok and creators, brands have the opportunity to create powerful new mixed-media approaches through Out of Phone: Mission that reach audiences at all stages of the sales funnel. This solution will make it easier for brands to co-create authentic branded content that resonates on-platform while amplifying it through digital out-of-home channels, such as billboards, urban panels and more, for a full-funnel solution.

"We have seen incredible momentum with Out Of Phone since our announcement last year and brands have been leaning in and getting really creative," said Dan Page, Global Head of Distribution, New Screens. "This allows brands to connect to their customers in a way that has never been possible before."

Lionsgate was among the first to leverage this solution with the release of The Hunger Games: The Ballad of Songbirds & Snakes. Activated in the heart of New York City, the campaign took over the most iconic screens in Times Square, tapping into the Hunger Games fandom on TikTok. Lionsgate activated an Out of Phone: Mission campaign where everyday creators were given their spotlight moment on the billboards. The interactive experience included a live choir performance of the franchise's anthem "The Hanging Tree", with special appearances from the cast and a live-streamed component on the @Lionsgate and @HungerGamesOfficial TikTok accounts. The campaign successfully engaged audiences around the world by blending the physical and digital worlds, resulting in 314K attendees, 14.5M impressions across @Lionsgate and @HungerGamesOfficial TikTok accounts and 1.5M billboard impressions for a 1-day takeover.

Additional partners such as Supercell, McDonald’s, LG and more have also harnessed the power of our platform using our suite of Out of Phone solutions. Brands can look forward to Out of Phone: Mission and more creative possibilities to reach new audiences beyond the mobile screen.