Mucinex, best known for its cough medicine, is leaving its mark on TikTok. To promote its newest nighttime cold medicine, Mucinex created the hashtag #BeatTheZombieFunk, pairing it with a choreographed “Zombie Dance” on the app. Mucinex partnered with a couple popular on TikTok for their dancing videos, Stephen “tWITCH” Boss and Allyson Holker, to choreograph the dance and promote the benefits of Mucinex Nightshift. Since the dance challenge launched, the branded hashtag has already generated over 1.2 billion views on TikTok. Any app user who uploaded a video of them completing the dance challenge, with the hashtag included in the description, was entered to win cash prizes or VIP experiences.
Dance challenges are one of the most popular elements on TikTok and brands like Mucinex are starting to take advantage of the trend. Mucinex launched its first TikTok challenge in 2019, a Halloween challenge that generated 984 million views with the hashtag #TooSickToBeSick. For that challenge, TikTok also recruited app influencers to create styles for the videos. Brands including Dolce & Gabbana and Chipotle have been using popular TikTok influencers to build a following on the app, often recruiting them to include brand hashtags in their posts. Running campaigns or using influencers popular on the app can help brands bewildered by TikTok successfully navigate its terrain to reach the dominantly Gen-Z audience, according to a Gartner report.
Mucinex is one of the latest brands to make an appearance on TikTok, and considering the viewing metrics accumulated through it’s latest challenge, users could start seeing the brand more often on the platform.