Cannes Lions

ARMYPEDIA

BIG HIT ENTERTAINMENT, Seoul / BIG HIT ENTERTAINMENT / 2019

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Case Film
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Overview

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Credits

Overview

Background

BTS is a boyband who is currently taking over the world and been delivering many messages to its dedicated fandom called "ARMY" through their music. Before the release of a new album, While the BTS has known as a top social artist, Big Hit Entertainment, BTS's label wanted to bring an experience that all fans around the world can look back and share memories of BTS and the ARMY starting from the debut day.

Idea

The ARMYPEDIA campaign was to create contents, where fans can share the past, enjoyed the present, and dreamed of the future together without barriers of nationality, language, or technology. Where the more than 2080 QR codes were available in both social platforms and outdoor advertisements without using the artist's name but using the "ARMY." While many people know about BTS, they don't understand who ARMYs are. So, the advertisements were available for ARMYs to notice. Each QR codes contain a quiz that only fans can answer. By solving a quiz, a puzzle becomes unlocked so other fans can post entry and connect with other fans of the artist. The total of 567,369 joined the microsite, and over 2 million posts were posted online during the campaign period.

Strategy

The target audience for the ARMYPEDIA campaign was BTS's fans all around the world including social platforms like Twitter, Instagram, Spotify and more. While BTS is from Sout Korea, they have been taking over the world; we wanted fans to know that the artist is who they are today because of the fans. In today's society, we gather information through technology. Even when the languages and culture are different, in the digital platform, people share and collect information from all around the world. Since the ARMYs is from all over the world, QR codes were used as a primary method of the community. While billboard advertisement of the artist image and displayed over 2080 QR codes in 11 cities around the world, the artist name was purposely not mentioned, but the fandom name "ARMY," and fans shared each QR codes online for other fans to know as well.

Execution

The artist's images and the QR codes were displayed in 6 countries for fans to notice without being announced. A few days later, the more than 2,080 puzzle-like QR codes were available throughout 11 cities of all regions as well as social platforms where anyone who has access to technology can find as if these were a scavenger hunt. All QR codes are linked to a microsite, a place where fans reach when the QR code gets scanned, and a quiz pops up. By solving a quiz, a piece of the puzzle gets unlocked so other fans can also share their memories of the ‘day’ about themselves and the artist by writing an entry of the time. Two offline events were held and over fans joined the event without the artist's appearance and one of the events was live-streamed for fans around the world can participate as well.

Outcome

Through this campaign, all the ARMYs were able to share memories with each other without barriers of nationality, language, or technology. More than 2,080 QR Codes were shared in 11 cities around the world including Seoul, Tokyo, Hong Kong, Paris, London, New York, Los Angeles, Bangkok, Brasília, Jakarta, and Manilla, along with digital and social platforms like Twitter, Instagram, and Spotify. While 20,000 fans participated in two off-site events, over 130,000 viewers were counted on a live streaming video that has become #8 on YouTube Global Trend. #ARMYPEDIA has also ranked #9 on Twitter Worldwide Trend as well. Through this campaign, we shared the past, enjoyed the present, and dreamed of the future together without barriers of nationality, language, or technology. We created a new fan culture together that no one has seen or done before.

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