TikTok announced the expansion of its “Out of Phone” program with a new feature called “Out of Phone: Mission.” This addition allows brands to extend their TikTok advertising campaigns beyond the app to various external screens, including billboards and cinemas.

The new feature builds on TikTok’s existing “Branded Mission” tool, introduced in 2022. Branded Mission enables brands to crowdsource content from TikTok creators, promote top-performing videos as ads, and generate media impressions.

With Out of Phone: Mission, brands can amplify this user-generated content through digital out-of-home channels. Dan Page, Global Head of Distribution, New Screens at TikTok, reports significant interest from brands in the Out of Phone program since its launch last year.

Lionsgate recently utilized Out of Phone: Mission for the release of “The Hunger Games: The Ballad of Songbirds & Snakes.” The campaign, centered in New York City’s Times Square, featured TikTok creators on billboards and included a live choir performance. Lionsgate reports that the one-day takeover resulted in 314,000 attendees, 14.5 million impressions across their TikTok accounts, and 1.5 million billboard impressions.

Other brands, including Supercell, McDonald’s, and LG, have also implemented TikTok’s Out of Phone solutions in their advertising strategies.

TikTok states the feature provides brands with a full-funnel solution, connecting with audiences across various stages of the sales process. The company describes this tool as a way for brands to create mixed-media approaches that leverage the platform’s engaged community and participatory nature.

As the program develops, TikTok suggests that brands can expect more creative possibilities to reach audiences beyond mobile screens.