Peacock is killing it on TikTok with its latest marketing stunt. The streaming service has released the first episode of its new comedy series Killing It on its official TikTok account, giving users a sneak peek of the show that follows a group of aspiring influencers who move to LA to pursue their dreams.
The move is a clever way to reach the young and savvy audience that Killing It is targeting, as well as to showcase the platform’s original content. Peacock is not the first streaming service to use TikTok as a movie promotion vehicle, but it is the first to upload a full episode on the app. As Peacock’s head of marketing, Barbenheimer, stated: “We wanted to do something different and innovative to generate buzz and engagement for our show. TikTok is the perfect place to do that, as it allows us to showcase our comedy chops and connect with our fans in a fun and authentic way.”
But there is another reason why Peacock chose to experiment with this new marketing avenue: SAG-AFTRA. The union that represents actors and performers has been in a long-standing dispute with Peacock over its residuals policy, which pays actors less than other streaming services for their work. Peacock claims that its policy is fair and reflects its lower subscription fees and ad-supported model, but SAG-AFTRA argues that it is unfair and discriminatory.
By releasing the first episode of Killing It on TikTok, Peacock is bypassing the union’s rules and regulations, as TikTok is not considered a streaming platform by SAG-AFTRA. This means that Peacock does not have to pay any residuals to the actors who appear in the show, saving money and avoiding conflict. However, this also means that the actors are losing out on potential income and exposure, which could affect their careers and livelihoods.
Peacock’s strategy may be smart and effective, but it is also controversial and risky. It could alienate some of its talent and customers, as well as drawing criticism from the industry and the public. It could also backfire if TikTok users do not respond well to the show or the platform, or if they feel manipulated or exploited by Peacock. On the other hand, it could also be a huge success and a game-changer for Peacock and TikTok, as well as for the future of movie promotion and distribution.
What do you think? Will you watch Killing It on TikTok or Peacock? Do you think Peacock’s move is fair or unfair? Let us know in the comments below!
