HU OPENAIR
Holiday Show
Crafting the first reality show completely broadcasted on TikTok.
Cooltura worked on the launch of Holiday Show, the first reality show designed for TikTok, created for hu Open Air: an innovative project conceived as a viral campaign to connect the community and generate awareness to bring the brand closer to its audience.The never-seen-before format features a couples’ competition in a hu village, with 100 days of vacation at stake. The campaign adapts the classic reality TV style to TikTok, leveraging short videos, stories, longer episodes, dark ads, trends, POVs, and viral audio. Creators and special guests, icons of TikTok pop culture in Italy, produced authentic and impactful content. The project, built on a community-first approach, engaged users as protagonists, from the casting phase to the final vote. Cooltura handled creative strategy, talent selection and management, content creation and post-production editing.
Total views
+56.4M
Total interactions
+300K
New followers
+34K