CONSUMERS REACHED ON TWITTER
STREAMS OF THE SONG IN THE FIRST 4 HOURS IT WAS RELEASED
SUGGESTED SEARCH TERM WHEN SEARCHING “BTS B”
The digital billboards featured just BTS at the start of the campaign. Every 24 hours a new letter appeared on the billboard spelling the word “and.” The last reveal showed consumers that BTS’s new single features artist Steve Aoki.
The teaser billboards were simplistic in style, featuring the colors of the single’s track. Only bold and simple letters were added to the creative as each day passed.
The campaign went viral on social driving sparking a unique hashtag, #TheGreatBTSBillboardHunt. “BTS Billboard Hunt” became top search words, spiking when the billboards first went live and again when Steve Aoki was revealed.
United States
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