A new partnership is bringing together a pair of consumer tech companies. TikTok has struck a deal with Redbox that will bring its short-form videos to 3,000 rental kiosks across the United States.
The machines participating in the partnership include about one-third of the 34,000 Redbox kiosks that are currently in operation. The featured TikToks will provide more context for the available rentals at each of those locations. The Hollywood Reporter cited the example of The Super Mario Bros. Movie: A prospective renter could check out the film’s TikTok presence before deciding to watch it for themselves.
Brands will also benefit from TikTok’s Redbox deal. Thanks to Crackle Connex, advertisers will be able to buy space next to the available TikTok videos. Crackle Connex is owned by Chicken Soup for the Soul Entertainment, which is also the parent company of Redbox.
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Chicken Soup for the Soul Entertainment is still determining the best course of action for Redbox after acquiring the company last year in a $375 million deal. The video rental service has fallen off a bit since peaking at 772.8 million rentals in 2013, but its signature red kiosks are still common sights outside of supermarkets, drugstores, and big-box retailers.
“TikTok is the go-to destination for short-form video consumption by over a billion people globally,” said Crackle Connex CRO Philippe Guelton in a statement. “This new partnership provides advertisers a unique opportunity to reach new audiences and drive engagement. Our Redbox kiosks are in high-traffic locations where millions of people frequently shop, such as grocery stores or value retailers.”
The Head of Global Distribution for New Screens at TikTok, Dan Page, also highlighted the strong visibility of Redbox machines. In a statement of his own, he said that the deal will unlock “an effective and fresh approach to advertising” by bringing buzzy new media content to thousands of IRL locations.
