BTS

BTS

WE WENT VIRAL WITH 810K MENTIONS OF #THEGREATBTSBILLBOARDHUNT

To promote their latest single BTS, an extremely popular Korean pop group, used a tease and reveal campaign in LA to keep fans guessing what artist would be featured along side them and what the song was going to be named.

INSIGHTS

RESULTS

50.2M

CONSUMERS REACHED ON TWITTER

1M

STREAMS OF THE SONG IN THE FIRST 4 HOURS IT WAS RELEASED

#2

SUGGESTED SEARCH TERM WHEN SEARCHING “BTS B”

SOURCE: NUVI, 2018

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
STRATEGY & TACTICS

THE FACTS

Tease and Reveal

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.

Creative Excellence

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.

IRL to URL

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.

CASE STUDIES

ADDITIONAL CASE STUDIES

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