TikTok's campaign for the 32nd SEA Games in Cambodia reached a record-breaking 26 billion views in just one month. This surpasses the 19 billion views garnered by the 31st SEA Games in Hanoi during the course of a year.
Kim Cang, Senior Partnership Manager at TikTok Southeast Asia, said during the previous SEA Games, the coverage mainly comprised sports news, sports media, sports players, and football fans. However, Cang noted a major shift during the 32nd SEA Games, which saw the people of Cambodia come together to make it an incredible event.
TikTok hails this campaign as its most successful in the history of SEA Games promotions. As a premium sponsor, TikTok played a significant role in supporting Cambodia SEA Games Organizing Committee (CAMSOC) in organizing the games.
Cang said that Pathmazing has taken on a crucial role in the SEA Games 2023. He added that for this campaign, Pathmazing made a bold move by securing TikTok Southeast Asia as a SEA Games 2023 Premium Sponsor.
He added the aim of the partnership is for TikTok to spread support, promote, and showcase the positive image of SEA Games 2023 to a global audience, reaching not only Cambodia and Southeast Asia but also engaging TikTok users worldwide.
“With a staggering 26 billion views expected from TikTok users globally, the impact of this collaboration is immense, spreading the excitement and spirit of the SEA Games 2023 to people worldwide,” Cang noted.
Pathmazing is the master agency for the SEA Games and ASEAN Para Games. Its primary responsibility is to secure sponsors, among other tasks, for CAMSOC. Sportsmazing is a subsidiary of Pathmazing's promotional campaign.
Approximately 2,006,386 videos have been uploaded about the SEA Games 2023. These videos encompass various platforms, including television, news outlets, media channels, and content created by athletes, fans, and volunteers.
Cang said, “From TikTok, we see that Cambodia is really proud of this SEA Games.”
This includes participation from various entities such as brands, singers, rappers, dancers, celebrities, comedians, television MCs, and young creators in Cambodia. Additionally, there are thousands of performance videos, volunteer videos, and even videos featuring police and security forces.
It is noteworthy that TikTok has already gained significant popularity in Cambodia, with approximately one-third of the population actively using the platform. Moreover, in the broader Southeast Asia region, there are about 300 million TikTok users.
During the SEA Games 2023, Cang said that specific keywords emerged as trending topics on TikTok. Notably, among the top five keywords were, “The best open ceremony ever” and “Honda” as Cambodia's national team coach.
Furthermore, athletes such as “Jessa Khan” and singer “VannDa” have become well-known figures, drawing significant interest and support on the platform. Additionally, “Cambodia volunteers are so friendly” have been widely recognized and appreciated, with TikTok users praising their warmth and helpfulness throughout the event, he added.
Cambodia's performance in the games resulted in 282 medals secured, including 81 Gold, 74 Silver, and 127 Bronze medals. Contributing to the smooth operation of the games, nearly 7,000 volunteers assisted throughout the duration of the SEA Games and the ongoing ASEAN Para Games.
The 2023 SEA Games in Cambodia captivated sports enthusiasts with 37 different sports and an impressive lineup of 581 events. The opening and closing ceremonies left a lasting impression on attendees, with 11 countries participating in the 32nd SEA Games and 12th ASEAN Para Games.
He added the majority, approximately 95 percent, are positive in comments about SEA Games 2023. However, a small portion, of around five percent, specifically mentioned the hot weather.
According to CNC reports, the 32nd SEA Games in Cambodia received more than 600 million global viewers who watched the event through live television broadcasts and social media platforms, including TikTok.