Mirinda Partners with TikTok and 180 Amsterdam to Develop First-of-its-kind Effect for the Platform

Mirinda and 180 Amsterdam have reinvented the way users create content on the world’s fastest growing platform, developing a first-of-its-kind effect in collaboration with TikTok. 

The new creative tool, ‘Move & Mix’, establishes a global three-party partnership between Mirinda and TikTok, with the 180 team leading the creative core and work.  

It marks the first time an effect using full body tracking has been created on the platform. 

The ‘Move & Mix Challenge’ uses custom-built body tracking technology to turn every user’s body into an instrument, in real time. Mixing music and dance so they can remix their very own track with just their movements. 

Full-body tracking means that users can trigger sounds with their body by hitting certain ‘zones’ around them. Whether it’s their hands or feet, they can use their body to dance however they like, to create their own custom sound. 

This new tool marks another step in Mirinda’s long term commitment to inspire and celebrate a new generation of creators and be the leader in digital innovation.  

EJ Galang, executive creative director at 180 Amsterdam said, ‘Move & Mix’ puts Mirinda at the heart of TikTok’s next steps in innovation, reshaping the way creators use the world’s most exciting platform. It’s an exciting time for radical collaboration.” 

Diana Lupescu, global marketing manager at Mirinda added, “Mirinda is at the forefront of digital innovation and through our latest partnership with 180 Amsterdam and TikTok, we cement ourselves as a brand for the next generation. Through the development of this first-of-its-kind technology, we have set the foundation for the work, and innovative campaigns, to come.” 

The filter was rolled out across China and Vietnam with immediate impact. In Vietnam, there were more than one billion impressions of the branded effect in the first two weeks, performing 300% better in the first six days than other branded effects in the country. This helped build up the brand’s strong recall over the course of the campaign, with more than 730,000 likes, comments and shares and 945.3 million views.  

In China, the effect surpassed all benchmarks, with more than 650 million video views and 158,000 branded effect video creations. ‘Move & Mix’ has also been rolled out in Mexico, where the expectation is for a similarly positive consumer response.