Ronde Media’s Billion Dollar Playground sets sail on TikTok with live content event

Ronde Media produced Billion Dollar Playground

Foxtel commissioned Australian reality series Billion Dollar Playground has partnered with TikTok to offer digital audiences access to content via a 24-hour live event.

Under the digital audience strategy, TikTok users will have access to episode one of the Ronde Media produced series, which will be streamed on a loop for 24 hours on TikTok. The strategy operates as an audience extension mechanism, allowing non-Foxtel/Binge subscribers to sample the show.

This new digital model is part of the streamer’s broader innovation strategy unlocking how audiences discover original content and using sampling, social-first distribution and creator amplification to build momentum and develop new viewership pathways.

Binge marketing director Annabelle Greene said: “TikTok sits at the centre of pop culture, and by streaming episode one of Billion Dollar Playground directly on the platform, we’re meeting viewers where they are, in the formats they love.”

The livestream is being held on Wednesday (June 18) and is being supported by a paid and creator-led campaign across TikTok, Meta, Snapchat and YouTube Shorts driving viewers to continue watching the series on Binge.

The Binge original series takes a peek behind the ultra-luxe veil of the private lifestyles of the vacationing rich via the eyes of an elite team of luxury service professionals.

Billion Dollar Playground was commissioned by Foxtel/Binge in 2023 and premiered on Binge last month.

The series has been pre-sold to BBC in the UK, Canada’s Corus Entertainment, Bravo in New Zealand and Talpa TV in the Netherlands in deals announced at the London Screenings earlier this year by distributor, Fox Entertainment Global (FEG).

In New Zealand, a TikTok strategy was employed by TVNZ in March when it relaunched New Zealand’s longest-running domestic drama series, Shortland Street. That digital strategy saw a TikTok live event scheduled at the same time as the first broadcast episode of the new season and featured additional content including a live Q&A and reactions from the cast in a split-screen live stream set up.