"There’s a different energy on the platform. It’s more positive, more open, and highly engaging. TikTok has such a deep level of discoverability and community from both a brand and personal user perspective that’s really unmatched."

– Tiffany Wilson, Senior Director, Digital & Social Communications, Comcast

Every two years, Comcast NBCUniversal brings the Olympic Games to millions of American TV sets. But TikTok put the Tokyo Summer Games in people’s hands. Comcast’s #TeamofTomorrow In-Feed Video and Branded Hashtag Challenge campaign dared viewers to compete with Olympians and Paralympians in a race against time. Comcast provided brief goals and guardrails to select creators. “But overall, we really wanted to give them free range to showcase their creativity and originality,” Wilson says. “We checked in throughout the process to review the creators’ concepts and video drafts to ensure that we remained in lockstep, however, the final videos were recorded live.” Driving the hashtag to an Olympics-sized 9.6 billion views, more than 900,000 creators responded with 1.95 million videos, including wheelchair dance team The Rollettes, who scrambled to put their chairs together faster than Paralympian David Brown ran the 200 metres. “TikTok has been a platform for myself and my company to put out quick, easy, raw content that doesn’t have to look polished," says Rollettes founder Chelsie Hill. "The young generation will absorb it so we’re able to educate them on our disability and inspire them in a different way than any other platform."

“Passion triumphs over any limitation people see. I always say: ‘Dance is dance whether you’re walking or rolling.’”

– Chelsie Hill

Q&A with Tiffany Wilson, Senior Director,

Digital & Social Communications, Comcast How does your experience as a brand on TikTok differ from other channels?

For Comcast, it gives us an opportunity to show more of the personality of our brand and the people behind it. Our social team is having a lot of fun creating our TikTok content and engaging with folks in the comments.

How did this come to be a TikTok-first idea?

The hashtag challenge brought Olympic-caliber competition into living rooms via TikTok. Especially in a COVID world, the TikTok platform and Duet feature provided an innovative way to allow users to feel connected to the Comcast-sponsored Team USA athletes, as though they were there in Tokyo racing alongside them.

What was TikTok’s impact on your brand?

TikTok allows our brand to tell stories, encourage our audience to have fun with us, and engage in different ways that might not be possible on other platforms.

What were your favorite comments on the campaign?

Folks would comment on what they would do if they participated in the Duet, then we’d comment that we wanted to see it. So many people ended up doing the Duet as a result, then letting us know the Duet was live and finding ways to continue the conversation with us.

“Our brand is about creating technology and entertainment that connect people to the moments that matter, and the TikTok platform allows us to express our brand values with content our team really enjoys making.”

– Tiffany Wilson, Senior Director, Digital & Social Communications, Comcast