The experience of attending a festival show can often be difficult for some people. Since technologies facilitate the use of social networks through mobile devices, it is noticeable that there has been a change in how live entertainment is being consumed. What can be seen during concerts and music festivals are large walls made up of bright cellphone screens higher than the audience itself. But while some people stop experiencing real life to transport it to the virtual world, others still value real life experience. At TikTok we value good content combined with real life experiences and we wanted to come up with an idea that could redefine the music and cultural festival experience, especially for our creators that were invited to our booth at the festival.

As the Official Content Partner for The Town Music Festival's inaugural São Paulo edition with over 700,000 people, TikTok aimed to revolutionize the live music experience for our creators by addressing a ubiquitous problem—obstructed views due to raised arms and mobile phones during concerts. The solution emerged as Platform Shoes, a novel concept offering wearers a personal and private stage. Positioned above the crowd, these shoes ensured an unobstructed and immersive view of performances. Beyond functionality, the Platform Shoes seamlessly merged fashion and innovation, empowering creators not only to enhance their concert experience but also to capture and create content freely. The shoes, in essence, evolved into the focal point of content creation, exemplifying TikTok's commitment to providing a unique, elevated perspective in the dynamic realm of live music events.

At TikTok, music goes beyond music. As one of the "The Town Music Festival" sponsors brands, we wanted to reinforce ourselves within the music industry and position ourselves as a platform for everyone. TikTok uses these fancy events to build a closer relationship with creators of the platform, inviting them to experiment an exclusive booth of the brand. But all sponsors have booths at the festival. So, how can we improve the experience of our booth compared to other brands?

We wanted to come up with an idea that could improve the creator's experience at our booth and could become a topic for content creation itself.

We also had a QR code on the space that redirected the public to try the special TikTok effect filter we displayed in-app, so the audience not present at the festival could also try the sneakers in their homes.

To develop the design, TikTok established a partnership with PACE, a GenZ love brand in Brazil. The creative process started from the manufacturing process: the construction and how the sole would be assembled. Soles were created to give more sturdiness and increase the way we look at the platform, causing an optical illusion. 3 models were created, with different structures and soles, generating a connection with each other, forming a family of concept sneakers.

The first activation was sending the item exclusively to one of the leading creators of lifestyle in Brazil: Malu Borges. In a GRWM content style, she prepared a special festival look with Platform Shoes to share with her audience and the content got nationally into Vogue.

During the festival, the creators that visited our lounge had the opportunity to try the Platform Shoes, watch the concert on a private stage and create content on it.

Platform Shoes got into the news during the 5 days of festival, hitting opportunities at Hypebeast (BR and Global), Vogue Brazil and internationally in México and Paris. On social media, it was the hit on our top performing posts and through our creators and guests at our lounge, being used by celebrities and key industry partners.

TikTok was highlighted as the top#5 brand of The Town Festival, not even being one of the main sponsors.

Results considering our lounge experience:

- TikTok leads in all attributes vs our competitors with highlights for being Fun and Cool, Relevant and Inclusive

- Positive results for TikTok also in "I see great potential", "Diverse content", "Authentic content" and "I'm proud to be a part of the community"

- 93% of lounge attendees would recommend TikTok to their followers - and 91% of them felt like the lounge made them closer to TikTok