How Netflix and Paramount Reach Gen Z on TikTok: ‘You’ve Got to Sprinkle a Little Chaos on It’
Todd Spangler NY Digital Editor TikTok can add jet fuel to entertainment marketers’ messages — but they have to learn how to speak the language of the platform to effectively harness the creativity of its creators. That was one of the key takeaways from the Variety/TikTok Culture Catalysts Dinner, held in West Hollywood on Sept. 20. Paramount Pictures’ approach with its TikTok campaign for blockbuster “Top Gun: Maverick” — 2022’s top-grossing movie at the box office so far — was to introduce the nearly 40-year-old flyboy franchise to Gen Z, said Danielle De Palma, EVP of global marketing for the studio. With TikTok, its biggest goal was to reach “younger audiences that didn’t have that same emotional, nostalgic connection to the film that so many of the older audiences did,” De Palma said.