Inter Milan Becomes First Sports Club to Launch TikTok Out of Phone Campaign.

Roger Hampel

Image: TikTok

FC Internazionale Milano has revealed the results of a digital campaign that accompanied the club's 21st Serie A title celebrations, combining TikTok advertising, digital out-of-home media and fan-generated content into one of the most ambitious supporter activations in football.

Running between 3 and 31 May, the campaign generated 533 million video views, attracted 1.37 million new TikTok followers and delivered a 31-point uplift in brand platform fit, according to TikTok Business Suite and brand lift studies.

The project also marked a global first: Inter became the first sports club worldwide and the first brand in Italy to launch a TikTok Out of Phone activation.

Extending the Scudetto Celebration Beyond Matchday Inter

Inter's objective was to maintain supporter engagement from the moment the Serie A title was secured through to the trophy presentation in Milan's Piazza del Duomo.

Instead of relying solely on social media content, the club developed a full-funnel campaign combining digital advertising, physical installations and user participation.

The activation culminated on the day of the victory parade, when TikTok content moved beyond smartphones and onto digital outdoor advertising screens across Milan.

TikTok Content Reached the Streets of Milan

As part of the activation, Inter installed four digital billboards—two in the Navigli district and two near Piazza del Duomo.

The screens featured first-team players using a custom TikTok Branded Effect alongside QR codes that allowed supporters to access the same effect directly within the app.

Fans were then encouraged to create and publish their own celebration videos, making user-generated content part of the club's title celebrations.

The outdoor activation was supported by additional TikTok formats, including TopView, Video Views, Community Interaction, Super Like and Story Selection campaigns.

At the same time, users searching for terms such as "Inter" or "Scudetto" inside TikTok were directed to a dedicated search hub featuring official content from the club, players, Serie A and broadcast partners.

Campaign Delivered Strong Digital and Brand Results

According to the club, supporters created more than 400 videos using the Branded Effect.

The Out of Phone campaign generated 856,000 measured real-world impressions, exceeding its original target by more than 214,000 impressions.

Brand lift research also reported:

• +23% Ad Recall compared with the control group.

• +28-point Brand Image uplift.

• 57% Interest, representing a +38-point uplift.

• +37-point uplift in consideration to watch FC Internazionale Milano.

• +31-point uplift for the perception that Inter "speaks the language of TikTok."

  
  

Separate TikTok Brand Lift research also recorded +19.8% growth in Ad Recall and +11.5% improvement in Favorability compared with the control group.

Executive Comment

Luca Adornato, Brand & Marketing Director of FC Internazionale Milano, described the activation as a reflection of the club's long-term approach to fan engagement.

He said becoming the first sports club globally to launch TikTok Out of Phone demonstrated Inter's ambition to continuously develop new ways of connecting with supporters. He also highlighted TikTok's growing importance within the club's communication strategy and said the project helped bridge the physical celebrations in Milan with the club's digital community.