Extreme E partnership with TikTok draws in 18.5 million viewers for inaugural Desert E-Prix at AlUla

Extreme E partnership with TikTok draws in 18.5 million viewers for inaugural Desert E-Prix at AlUla

Extreme E's Desert E-Prix, the first-ever race in the new electric SUV series, saw 18. 5 million organic viewers on TikTok tune in to the action taking place on the desert terrain of AlUla, Saudi Arabia. Only days before the event took place at the start of April, Extreme E announced an agreement with TikTok to bolster its social media offering, and the results have been staggering, with 17. 2 million people checking out #DesertXPrix videos alone. Extreme E also acquired 60, 000 new fans after digital media giant Little Dot Studios activated the new partnership using its vertical video expertise on behalf of the championship. Rosberg X Racing, the team founded by former Formula 1 champion Nico Rosberg, made history by becoming Extreme E's first-ever race winner after overcoming Andretti United and Lewis Hamilton's X44, who finished second and third on the podium. The organizers of the event were delighted in the interest the event attracted. "These numbers are phenomenal, and I'm thrilled that in our first weekend we were able to reach so many people with our unique sport for purpose," Ali Russell, chief marketing officer at Extreme E, said. "As part of the championship's mission to keep