Case Study: Universal Pictures drives excitement and ticket sales for Sing 2 with TikTok for Business

Creating excitement around the highly anticipated Sing 2 movie with a TikTok-first singing contest

Universal Pictures partnered with TikTok for Business to generate excitement for *Sing 2*, the highly anticipated sequel in the *Sing* franchise. Their challenge was to drive awareness and get fans engaged ahead of the holiday release, while ultimately encouraging them to buy tickets and head to theaters. They used TikTok’s creator-led platform and products including the Branded Hashtag Challenge, TopView, In-Feed Ads, and a Branded Effect.

TikTok for Business delivered a TikTok-first singing contest, #Sing2gether, where users submitted 30-second performances for a chance to win a trip to the movie premiere and a recording deal. The campaign generated more than 3 billion video views, over 1.5 million contest entries, 6 million ticket-purchase clicks, and 233,000 showtime checks, while TopView outperformed benchmark average watch time by 60% and the Hashtag Challenge exceeded benchmark reach by 219%.

Universal Pictures

Katie Hawkins

Vice President Digital Marketing