Meanwhile, Coca-Cola is featuring BIPOC creators in their debut challenge on TikTok. As part of their “Real Magic” campaign, the company launched their debut #ShareTheMagic TikTok challenge, which aims “to give BIPOC creators more visibility and recognition.” Through the end of December, users will be able to apply a #ShareTheMagic lens to their videos when they use specific gestures and movements. To make the campaign happen, Coca-Cola partnered with singer Khalid, whose song “Open” is being used in the challenge, and “Renegade” dance creator Jalaiah Harmon, who choreographed the dance for it. The brand signed contracts with a diverse group of influencers to promote the challenge and elevate their content. They will also pay all contracted creators “as part of a commitment to provide the TikTok community with visibility and recognition.” (Marketing Dive)
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