FC Internazionale Milano has become the first sports club in the world to launch a TikTok Out of Phone activation, using the platform to extend its Serie A title celebrations beyond smartphones and into the streets of Milan.
The campaign, which ran from May 3 to May 31, combined TikTok advertising, digital out-of-home media and fan-generated content to support Inter’s celebrations following its 21st Serie A title.
According to TikTok Business Suite and brand lift studies, the campaign generated 533 million video views, attracted 1.37 million new TikTok followers and delivered a 31-point uplift in the perception that Inter “speaks the language of TikTok.”
The activation also marked a global first for the platform, with Inter becoming the first sports club worldwide and the first brand in Italy to launch a TikTok Out of Phone campaign.
From smartphone screens to the streets of Milan
Inter’s objective was to maintain supporter engagement from the moment the Serie A title was secured through to the trophy presentation in Milan’s Piazza del Duomo.
Rather than relying solely on social media, the club created a full-funnel activation combining digital advertising, physical installations and fan participation.
The campaign culminated on the day of the championship parade, when TikTok content moved beyond smartphones and onto digital outdoor screens across Milan.
Four digital billboards were installed as part of the activation, with two located in the Navigli district and two near Piazza del Duomo.
The screens featured Inter’s first-team players using a custom TikTok Branded Effect. QR codes enabled supporters to access the same effect directly through the TikTok app and create their own celebration videos.
Fans produced more than 400 videos using the Branded Effect, making user-generated content part of Inter’s official title celebrations.
856,000 real-world impressions
The outdoor campaign was supported by additional TikTok formats, including TopView, Video Views, Community Interaction, Super Like and Story Selection.
Users searching for terms such as “Inter” or “Scudetto” on TikTok were also directed to a dedicated search hub featuring official content from the club, players, Serie A and broadcast partners.
The campaign generated 856,000 measured real-world impressions, exceeding its original target by more than 214,000 impressions.
Brand lift research recorded:
- 23% increase in ad recall
- 28-point uplift in brand image
- 57% interest, representing a 38-point uplift
- 37-point increase in consideration to watch Inter
- 31-point uplift in the perception that Inter “speaks the language of TikTok”
Separate TikTok Brand Lift research also recorded a 19.8% increase in ad recall and an 11.5% improvement in favourability compared with the control group.
Luca Adornato, Brand & Marketing Director of FC Internazionale Milano, said the activation reflected the club’s long-term approach to fan engagement.
He added that becoming the first sports club globally to launch TikTok Out of Phone demonstrated Inter’s ambition to develop new ways of connecting with supporters, while also helping bridge the physical celebrations in Milan with the club’s global digital community.