General Mills is turning to TikTok to push their Halloween marketing content through viral music. With the upcoming launch of their caramel apple-flavored cereal, the company is promoting Carmella Creeper, a zombie DJ character (and the mascot for the new cereal) on TikTok with her own account and a new single titled “Monster Mash Remix.” The song will also be featured on Spotify, Apple Music, and YouTube, but General Mills is honing in on their TikTok presence, aiming to connect with a younger set of consumers. According to the vice president of the Media+ media agency, brands including General Mills are turning to TikTok for marketing because of “the user-generated type [of] creative blurring the lines between advertising and content.” YPulse research shows TikTok is Gen Z’s most-used social media platform, so it’s a necessary space for brands to utilize to connect with them. (Digiday)
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