The Verge’s headline about Justin Bieber’s latest marketing campaign is pretty tart: ‘Justin Bieber is increasingly desperate for ‘Yummy’ to go viral on TikTok’. Ouch. It refers to Bieber’s Super Bowl campaign with restaurant chain Chipotle, which was heavily focused on TikTok, and videos made by influencers on that app.

Bieber launched an official profile on TikTok as the campaign for ’Yummy’ (and the forthcoming album it’s taken from) kicked off, so it’s clear that the app is playing a major role in his marketing efforts. You can read more about the campaign in Chipotle’s announcement of it.

“On the busiest day of the year for delivery, Chipotle is teaming up with TikTok’s biggest stars to create their very own Chipotle delivery ads that will showcase their personal content styles set to Justin Bieber’s hit song ‘Yummy.’” it explained before the big night.

How did it work? According to AdWeek, Chipotle says that the campaign reached 95 million people during the Super Bowl, generating 2.5m ‘engagements’.

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