Extreme E’s Desert X Prix content draws 18.5m TikTok views

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Extreme E, the electric off-road racing series, has completed its inaugural X Prix in the Saudi Arabian desert, and prior to the event, the championship signed an agreement with TikTok to bolster its social media offering.

Across the race weekend, Extreme E pulled in 18.5 million organic views across TikTok content produced by partner Little Dot Studios, with 17.2 million people checking out #DesertXPrix videos alone.

The championship also acquired 60,000 new fans, after digital media giant Little Dot Studios activated the new partnership utilising its vertical video expertise, on behalf of the championship.

Ali Russell, Chief Marketing Officer at Extreme E, said: “These numbers are phenomenal and I’m thrilled that in our first weekend we were able to reach so many people with our unique sport for purpose. As part of the championship’s mission to keep carbon emissions to a minimum we don’t have spectators on site, and if we did, we would never reach this level of engagement purely from attendees. It just goes to show how important our digital offering is. A massive thank you to TikTok, Little Dot Studios and our in-house social team, these numbers are awesome and a testament to the engaging and innovative motorsport series we have created.”

As part of the ambitious partnership, Extreme E and Little Dot Studios created an exclusive 90-minute production, which aired on Extreme E’s TikTok account on April 3rd. More than 386,000 people watched the show, which gave a behind the scenes look at the series and the personalities at the heart of it.


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