When the average human attention span is 8.25 seconds, and the average view time of a TikTok is 28 seconds, how do you get the internet to pay attention for a full 10 minutes? For Hilton, the global leader in hospitality, the answer was to break from convention and give the people what they want: unexpected, platform-native, funny content made in partnership with some of the most-loved creators on TikTok.

Hear from Hilton, TBWA\Chiat\Day New York, and TikTok star Bomanizer as they discuss what it took to make the viral 10-minute TikTok You Stay In, the art of radical collaboration, and how to utilize creators as your co-creatives to create authentic content that is true to your audience and brand.