TikTok offers Thai consumers splash of happiness following cancelled Songkran festival

TikTok Thailand has launched an interactive film titled “Songkran Stranger” to combat the second cancellation of Thailand’s water-splashing festival Songkran. The campaign was launched with Wunderman Thompson and utilises the “duet” and “stitch” features found in the TikTok app to allow millions of users in Thailand to virtually insert themselves into scenes of the TikTok film, interacting however they please.

The film includes actor Mario Maurer and model Linn Mashannoad Suvalmas. The interactive film follows Suvalmas, a woman who gets dumped every Songkran, because she turns into a different person every time she gets splashed with water. She then meets the bartender, Maurer, who is the only man willing to date her despite her condition.

According to its press release, the film generated over 94 million views and more than 92,000 user generated content participation in six…