Table 4

Details of branded hashtag challenges included in analysis of user-generated content on TikTok

BrandBranded hashtag challengeDescription of branded hashtag challengeViews of the hashtag, no.*
Pepsi#SwagStepChallengeSalaam namaste karne mein hi swag hai! To participate in the #SwagStepChallenge 1. Choose #SwagStepChallenge from the discover page 2. Synchronise your salaam, namaste and swag with the music beats 3. Post with #SwagStepChallenge and tag @pepsiindia107.9B
Lay’s#SmileDekeDekhoShake a leg with the Lay’s #SmileDekeDekho Hook Step Challenge. Enjoy the joyful, flirty, naughty, calm, simple and whacky moments of Smile Deke Dekho musical. Just wait for the song to start, smile and do the hook step along with Ranbir and Alia. What are you waiting for? #SmileDekeDekho49.0B
Doritos#DoritosFlatLifeGet ready to live the flat life. The Doritos 3D Crunch Super Bowl commercial introduced you to Flat Matthew. Now it’s time to experience it for yourself! Just use our Flat Branded Effect to transform into 2D-you and give us a peek into your #DoritosFlatLife.17.6B
Cheetos#ItWasntMeEveryone has snuck some Cheetos from their loved ones. But now, you don’t have to take the blame for it. Using the track ‘It Wasn’t Me’, show us how you ”steal” Cheetos Crunch Pop Mix in a fun way.13.9B
Starbucks#SipIntoSummerSunshine is just a sip away! Grab your fave Starbucks drink and show us what dreamy summer state of mind awaits you when you #SipIntoSummer10.9B
Doritos#DoritosDuetRouletteIf eating a bag of Doritos Roulette is a gamble, posting your reaction is betting it all on the house. We created a challenge for the spice-lovers, the risk-takers, and the lip-syncers: Doritos Duet Roulette. Grab a bag of Doritos Roulette, flip on selfie mode, and test your luck. Maybe you’re brave enough to go chip for chip and post it using #DoritosDuetRoulette.9.5B
McDonald’s#McDonaldsCCSingOur Crispy Chicken Sandwich is so crispy, juicy, and tender, it deserves its own word: crispyjuicytender. It also deserves its own song. So Tay Keith produced the track, and when you join this challenge, you’ll help give it vocals. Thank you for doing that.8.6B
Cheetos#DejaTuHuellaFilm, fashion, art, dance, food? Whatever your thing is, we know you’re puro fuego. So, we dare you to show the world how you rewrite the rules! So c’mon and #DejaTuHuella4.8B
7-Eleven#SlurpeeSummerSlurp your way to Brainfreeze️ cool! Summer is heating up and 7-Eleven wants to see how you would use a Slurpee️ to cool off. #SlurpeeSummer #Sponsored2.6B
Starbucks#MadeReadyDuetDuet with Chance the Rapper and show us how you’re Made Ready with your best moves, or whatever feeling ready looks like for you. You could win a year supply of Starbucks bottled and canned coffees that are Made Ready just like you – and a personal moment with Chance. Check the rules for full prize and entry details. No purchase necessary. Follow @Starbucks (until 8/31/21) to qualify.12.7M
  • *Number of views of the hashtag recorded as at 12 August 2021. Descriptions recorded in June 2021.