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Starburst beams TikToks into space to engage Gen Z

September 6, 2022

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Starburst’s “Ask the Universe” campaign piggybacks off renewed interest in space as a way to engage with a Gen Z audience on the cohort’s preferred social platform. The Mars Wrigley brand claims its SpaceSpeak partnership will make it the first brand to beam TikToks into space — a novel way to drive participation in the hashtag challenge.

The six-week challenge will be accompanied by Spark Ads and sequential advertising on the platform. It also includes a partnership with astrophysicist — and influencer — Kirsten Banks (@astrokirsten), who will use her platform to announce the challenge and share tips on creating “beam-worthy” content. Teaming with a creator is one of the popular ways for brands to activate on platforms like TikTok.

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