DIVE helped power the TikTok Out of Phone experience for Excel Gum’s Chewtopia activation at Osheaga, extending creator-led content beyond the social feed and into one of Canada’s most culturally relevant music festival environments.

Part of Excel Gum’s new Chew Good platform, Chewtopia was designed to reposition gum as more than a breath-freshening product and instead as a simple companion for everyday moments to reset, recharge and feel good. At Osheaga, that idea came to life through an immersive experiential activation that brought together creator-led content, TikTok branded effects and interactive touchpoints built for the festival environment.

DIVE helped extend that social experience into the physical world through TikTok Out of Phone, creating a connected bridge between content on TikTok and the on-site Chewtopia activation. By translating creator-led content into a real-world experience, the campaign gave festivalgoers another way to engage with Excel Gum in the moment while maintaining the energy, participation and cultural relevance of the platform.

The activation reflects a broader shift in how brands are thinking about creator marketing. Social content increasingly has the opportunity to travel beyond the platform where it originates, becoming part of a more connected media and experiential ecosystem. TikTok Out of Phone enables brands to take content already rooted in culture and community and extend it into DOOH, retail and experiential environments where audiences can encounter it in entirely new contexts.

For Excel Gum, Chewtopia demonstrated how social, creator content and experiential marketing can work together to create a more cohesive brand experience. Rather than treating digital and physical touchpoints as separate executions, the activation connected them around a single campaign idea, helping the Chew Good platform show up in a way that felt relevant to the Osheaga audience and the cultural moment.