Left arrow, right arrow, up, up, down, down, A, B, A, A. Those who know, know. And TikTok knew the best way to reach the gamer market was at the biggest video game conference in the world. But why focus on gamers? Because TikTok is the perfect platform for them, especially when they need a break in between matches. After a hard-fought battle, they can sit back, relax and be entertained. Our activation ignited the inherent competitive nature of gamers by seeing who could watch TikTok videos the longest without laughing. TikTok brought their social app’s offering to life in a truly experiential and targeted way.