Xfinity Launches Creator Competition on TikTok and Instagram

Xfinity will premiere Best in Class, a seven-part creator competition, on August 5 across its TikTok and Instagram accounts. The Comcast brand has put six college creators in a shared house, with creator and ESPN sports and lifestyle personality Katie Feeney hosting. Variety reports that the two-minute episodes will arrive weekly.

The contestants will face six challenges built around content-making skills. Xfinity's announcement calls the prize a six-figure brand partnership and one year of free Xfinity Internet and Mobile. Variety reported that the partnership is worth $100,000.

The broadband service is part of the show's premise. Xfinity says its connectivity powers the contestants' work inside the house, and chief creative officer Julie Scelzo told Variety that the company wants to present internet access as a tool creators use every day. The announcement says the challenges will test creativity, collaboration and attention, but does not disclose the individual tasks or how Xfinity's service will appear in each episode.

Rock Studios produced the series with Xfinity Creative Production, based on a concept from advertising agency Carmichael Lynch, according to the announcement. Variety identified Rock Studios as a unit within NBCUniversal's advertising sales business. Producers framed footage for both vertical and horizontal video. The announced distribution is limited to Xfinity's TikTok and Instagram accounts; Comcast has not announced a television or Peacock window.

Best in Class gives Xfinity a recurring format on its own social accounts, with the service appearing in the contestants' production setup and the winning creator entering a paid relationship with the brand. Xfinity has not disclosed that partnership's term, deliverables or payment schedule.

The first episode is scheduled for August 5, with the remaining two-minute installments due weekly. Xfinity has not published an audience target, view count or conversion goal for Best in Class, leaving the series' reach to be measured after the social release begins.