Action from the inaugural Extreme E event in AlUla, Saudi Arabia over 3-4 April. Image: Zak Mauger
TikTok has partnered with the new off-roading racing series, Extreme E to highlight the impact of climate change while bringing the off-road racing experience to the TikTok community.
Extreme E is a radical new racing series, which sees electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental issues. In a world-first for motorsport, the teams will include a male and female driver providing a level playing field for competitors.
The new videos on the TikTok platform will showcase the capabilities of electric SUVs, while shedding light on the impact of climate change and providing a gender-equal platform. Activating the partnership with a dedicated team will be leading digital content agency and media network, Little Dot Studios.
Extreme E and Little Dot Studios will create bespoke behind the scenes video content from the racing locations, showcase highlights from the races, and will produce exclusive live streaming content to drive awareness on climate change and other initiatives, providing fans with a unique way to experience racing content on TikTok.
Fans can access the content from the official Extreme E TikTok account and from the dedicated banners in TikTok’s Discover page. The season started last weekend (April 3) in Saudi Arabia and ends on December 12 in Tierra del Fuego, Argentina also passing by Senegal, Greenland, and Brazil.
“We are really excited to kick-off our partnership with Extreme E, a first-of-kind motor racing championship committed to sustainability and gender equality, values that matter deeply for TikTok,” said Yannis Ioannidis, senior manager, global business development at TikTok. “In a year where most of us are still stuck at home, Extreme E will showcase spectacular sports, technology, and travel content from remote corners of the planet to TikTok’s diverse community that is always looking for new ways to keep entertained and interact.”