TikTok 'enTRAPs' users with immersive K-drama experience

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Short-form video app TikTok has unveiled the first episode of its new Korean drama TRAP today, in a mission to inspire creativity and bring joy to K-drama fans. Users can watch Kim Dong Han together with popular actors Woo Davi, Park Lee Hyun and Son Hyun Woo in the new drama. Co-produced by TikTok and South Korean TV channel tvN D, TRAP’s genre is a mixture of romance and thriller. It is centred around university students in their twenties and unfolds a story of love, temptation and betrayal. Parts of the story that cannot be told through the main episodes, such as the inner conflict and intimate feelings of the protagonists, will be released as hidden clips on TikTok.

The drama begins with the leading characters each creating a TikTok account and actively engaging on the platform, including following their friends and lovers on TikTok and liking their videos. In order to create an immersive experience for TikTok users, after viewing the drama, fans can look forward to communicating with the main characters on the platform and involve themselves even deeper into the story. Tiktok's spokesperson told Marketing that communication with actors included leaving replies and following and unfollowing each other’s accounts depending on their relationship status of every episode.

TRAP promises a total of 12 episodes, with fans on TikTok to also get an exclusive, first-hand view of the drama one week before the episodes are uploaded onto tvN D’s YouTube channel. Apart from this, Tiktok's spokesperson told Marketing that fans can also watch this on tvN D's facebook page, with content including behind-the-scenes snippets that are related to some of the scenes from the main episodes. It was added that once all 12 episodes were released on on TikTok, the drama was scheduled to be aired on cable tv channel otvN in early October.

Separately, TikTok recently collaborated with GSC Movies Malaysia to launch “Entertainment Anchor”. The newly launched feature on Tiktok provided avid movie goers and TV show fanatics with exclusive access to upcoming blockbusters, hit shows, star-studded interviews, and opportunities to win merchandise. Prior to this, it created a "Back to Business" ad credit programme comprising US$100 million in ad credits for small and mid-sized businesses globally to use on their journey to rebuilding the brand. This came at a time when SMBs had been impacted by the COVID-19 pandemic. According to TikTok, eligible SMB customers could claim a one-time ad credit worth US$300 to be used by 31 December 2020.

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