How the fast-casual chain gave fans the opportunity to show off their moves in TikTok shorts.

Legacy brands and startups alike are leveraging the TikTok platform to drive engagement with younger audiences (about 50% of TikTok's viewers are younger than 34, and 26% fall in the 18-24 range). Advertisers are often looking to optimize reach and evolve their identity through original and collaborative content.

Dance-alongs figure large, with fast-casual chain Chipotle supplementing its guacamole campaign in honor of National Avocado Day with an opportunity for fans to show off their moves in TikTok shorts using the hashtag #GuacDance. The activation was so successful, it actually broke records, becoming TikTok's best-performing US branded challenge, with more than 250,000 video submissions and nearly 430 million video starts over a six-day period.