BTS is the K-Pop band that’s taken over the world. Recently each member embarked on their own solo albums, with frontman J-Hope announcing he'd be releasing an album synonymous with everyone’s favorite quick-service-restaurant… Jack in the Box.

There was a clear opportunity for the brand, Jack in the Box, to capitalize on the release. But with the record dropping in mere days, we needed to act quickly to catch the news cycle.

While J-Hope naming his solo album Jack in the Box is definitely a coincidence, it was also a clear opportunity to insert Jack in the Box, the brand, into the conversation and get the attention of the BTS fandom: ARMY.

BTS is the most famous K-Pop band in the world, and ARMY is their hyper-dedicated fandom. We had just been handed the chance to inject our brand, Jack in the Box into one of the largest and most dedicated social media enclaves on the web.

We had to be quick, but we also had to be strategic and authentic. Understanding K-Pop fandom, and specifically BTS, we decided to have a little fun using inside jokes between J-Hope and his fans while promoting the quick-service-restaurant, Jack in the Box.

We tweeted two words, J-Hope’s signature catchphrase, "AND Sprite!" and ARMY took social media by storm.

We recognized the immense influence of the K-Pop fandom and their unique language. We immediately went into stealth mode to do research and uncover hidden insights amongst friends in our network that were well established ARMY.

We uncovered that the ARMY celebrated J-Hope’s affinity for Sprite, often mentioning the drink in interviews alongside his signature catchphrase, "AND Sprite!." Armed with our knowledge of the fandom and their preferences, we took to social media to unleash our plan. By crafting social media content that spoke the language of the K-Pop fandom and highlighting J-Hope's love for Sprite, we were able to capture the attention of ARMY members and generate buzz around the brand - in lightning speed.

In less than 48 hours, we engineered and executed an authentic promotion that forged a meaningful connection between Jack in the Box, the brand, and the upcoming record, "Jack in the Box." Our approach was straightforward yet ingenious: we cleverly leveraged J-Hope's iconic catchphrase, "AND Sprite!."

By tweeting, “This Friday use the code ANDSPRITE in the Jack in the Box app to redeem a FREE Medium Sprite with any purchase. #IYKYK #JackInTheBox,” we unleashed the full force of social media and the devoted ARMY resulting in enthusiastic support for Jack in the Box's surprise promotion.

This offer was live for only one day, timed with the launch of the first solo on the “Jack in the Box” record.

Throughout the week, we continued to make social content that kept Jack in the Box fans and ARMY engaged by including terms only ARMY would know like, "My bias" and “Hobi”.

Fans drank this up. BTS ARMY lit up social platforms, from TikTok to Twitter, saying the campaign was made by the “best PR person ever” and showed “marketing done right.”

One fan said, “In my professional ARMY opinion, whoever is running the promotions at Jack in the Box is definitely a real ARMY because I feel like you have to be a real ARMY in order to know about ‘And Sprite.’”

Media outlets noticed, too, with 40+ placements including coverage in Billboard, the Los Angeles Times and TODAY. The campaign received more than a 1 million TikTok views through user-generated content and over 700 million media impressions.