A car might not seem like the most obvious venue for a TikTok session, but the app is beaming its videos straight to the driver’s seat. It has teamed up with Mercedes-Benz to integrate the TikTok app into the luxury automaker’s E-Class vehicles.
TikTok revealed the details of the integration through a blog post. Starting “later this year,” E-Class owners will be able to watch TikTok from a “superscreen” positioned on the car’s dashboard. The superscreen is made up of two smaller screens, so both the driver and passenger can enjoy the content on their respective For You Pages. Mercedes-Benz announced the TikTok partnership at its Strategy Update event on February 22.
Let me go ahead and answer the obvious question: No, Mercedes owners will not be able to watch TikTok while they’re actually driving. While in motion, the car’s “advanced technology” will disable image transmission and restrict app usage. But for drivers who want to pass a little time after parking, the onboard TikTok app will be an entertainment option.
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TikTok also had young viewers in mind when it designed its in-car feed. Mercedes passengers who choose not to log into their own TikTok accounts will be able to browse a guest feed that will receive “an extra layer of moderation.”
“With our mobile app, we bring people little moments of joy throughout their day,” said TikTok Director of Distribution Business Development David Saidden in a statement. “As we aim to expand that experience for our users, we’re excited to partner with Mercedes-Benz to introduce immersive in-car entertainment, which will give our community more opportunities to enjoy the content they love.”
TikTok will not be the only app available inside the new E-Class. The luxury car will also let drivers access Zoom, Webex, and even Angry Birds.
For Mercedes, the incoming hub offers unprecedented access to dashboard web browsing. On the TikTok side of things, the deal brings short-form videos to a new type of screen while also adding another feather to the cap of a thriving brand partnerships division. And in terms of public relations, it’s nice to see a car-related TikTok story that doesn’t involve frustrated Kia and Hyundai owners. Just remember — when you shift into drive, keep your eyes on the road.