Dive Brief:
Barilla, the world s largest pasta brand, made its TikTok debut this week with a parody of the Lipps Inc. song Funkytown featuring lyrics themed around rigatoni, according to details shared with Marketing Dive.
The Funky Rigatoni concept was inspired by a TikTok post shared last year by user @jimmyrules32 that encouraged people to eat a bowl of rigatoni pasta on May 24th 2021. The original video shows bugs on a brick wall set to the beat of Funkytown, and inspired an #EatABowlOfRigatoniPastaOnMay242021 hashtag that has accumulated more than 41 million views, per Barilla. A separate account, @rigatonipastacountdown, posted daily reminders leading up to May 24.
Итальянец стал суперзвездой соцсетей, высмеивая бесполезные лайфхаки блогеров
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TikTok заблокировал доступ итальянским детям до 13 лет — удалено почти миллион аккаунтов
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TikTok Implements Age Limit After Italian Girl Dies
02/03/21 AT 4:33 PM
Video-sharing social network TikTok has announced it will no longer allow anyone under 13 on its Italian platform after a 10-year-old girl died performing a “blackout challenge.” TikTok’s age verification is easy to circumvent, but a variety of other systems are being considered to solidify the system, including the use of artificial intelligence, according to Reuters.
The change was sparked by a January incident in which a girl asphyxiated to death during a TikTok challenge, prompting Italian regulators to temporarily block the service. It will resume service with its new age restriction going into effect on Feb. 9.