BTS: A Disruption of Digital Marketing
Who is BTS?
Pretty sure you’ve heard of the song on the music video above… It’s absolutely inevitable for anyone not to catch a glimpse of these influential 7 members of a K-Pop group that is taking over the world by storm! If you’re one of the unlucky few who still haven’t heard of them, we’ll show you how BTS has disrupted the world of Digital Marketing!
BTS officially debuted in the South Korean music industry in 2013 under HYBE Labels. The group’s name is from the Korean expression Bangtan Sonyoendan, which means Bulletproof Boy Scouts. The group consists of 7 members: RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook.
These are their stage names but their fandom which is called Army, has a lot of nicknames for them. Why don’t you join to find out more?
Moving forward, their songs explore different genres ranging from K-Pop, Pop, Hip Hop, R&B, EDM, etc. Despite being in the spotlight since 2013, their careers in the K-Pop industry officially skyrocketed in 2015. Their international audience has expanded since their LY Love Yourself era, wherein they had world tours, 3 successful top-charting albums, love yourself initiatives, and their astounding UNICEF speech. One blog is not enough to fully explain who BTS really is.
BTS: AN UNPARALLELED INFLUENCE
Over the years, the group has not only broken records, but they’ve also managed to make records too. They have consistently outdone themselves and exceeded their supporters’ expectations. The significant impact they have on Korea’s tourism and K-Pop’s representation in the global music charts further prove the disruptive influence that they have.
These are not only the reasons why their continuously expanding loyal fanbase admires them. They manage to be emotionally connected to their audience — the key to being an effective influence. Similarly, the group always makes the effort and time to interact with their fans — from concerts, albums, live streams, replies, and multiple social media content.
They have always emphasized the importance of positivity and the concept of self-love ever since they officially debuted. Try asking anyone from the Army fanbase how BTS affected them, they’ll always have the same answer that…
BTS has changed their life — helping them both emotionally and mentally.
They have topped charts, set multiple and various records, won prestigious music awards, and closed brand deals with numerous global brands — inspiring millions of people around the world.
It’s an understatement to say that BTS is simply influential.
BTS & Influencer Marketing in the Digital Age
BTS is the perfect example of how Influencer Marketing impacts the lives of millions… even BILLIONS of people all over the world!
So what exactly is Influencer Marketing?
“It is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.” – Jenn Chen, SproutSocial
Think about it. You’ve inevitably encountered celebrities or even random personalities in various social media platforms with a significant following endorsing different products and brands. This is the most common example of Influencer Marketing. Opposed to Jenn Chen’s definition, Influencer Marketing goes beyond social media channels, and BTS was able to prove this.
They were able to redefine Digital Marketing, and taught us 3 lessons on better marketing strategies!
1. Develop an Effective Social Media Marketing – emphasized on presence
2. Connect with you audience – a wider scope & coverage, the better!
3. Coherently tell your story – let your brand be top of mind & recognizable!‘
Notable Disruptions in Digital Marketing
-BTS x MCDONALD’S–
By now, you’ve probably already heard about how BTS collaborated with Mcdonald’s to launch an exclusive meal. The BTS Meal from McDonalds includes 10-piece Chicken McNuggets, Fries, Soda, and 2 new dipping sauces — Sweet Chili and Cajun! In addition to that, the superstar group will also release merchandise ranging from hoodies, sandals, bags, and etc.
Mcdonald’s has previously collaborated with Travis Scott who made a reported $20 million from endorsing the fast-food chain and the Travis Scott x McDonald’s merch that fans went wild for. With BTS and the Army’s influence, the collaboration easily became a success due to the neverending hype ever since the announcement in April 2021. Engaging posts all throughout their social media accounts that have caught not only the fanbase but locals alike. This led to various Twitter viral trends and TikTok hashtags ( #McJimin #BTSxMcdonalds) and reels! This success is witnessed with the BTS x Mcdonald’s merch being sold out within just a day!
-BTS x LOUIS VUITTON–
It was a surprise when Luxury brand Louis Vuitton announced its collaboration with global sensation BTS on Friday, April 24! The brand shared group and solo shots of BTS dashing in modern pastel overalls. The world-renowned fashion house has recognized the group for its strong positive impact – posting across their social media pages #BTS for #LouisVuitton. Moreover, they are known to wear some of the most expensive outfits during their award show ceremonies, music videos, and airport fashions. Despite the new industry to partake in, they always managed to influence people in purchasing their outfits. Particulary when Jimin made Louis Vuitton‘s black “Inside Out Crewneck Sweatshirt” along Louis Vuitton’s “Friends Pendant Necklace” sold out in under 24 hours after wearing it in one of their interviews!
-BTS x SAMSUNG-
Samsung has been in a partnership with BTS in various projects such as a contemporary art initiative, “Connect BTS”, an AR for the group’s new album, and its new-generation Galaxy smartphone. They also launched the exclusive BTS Galaxy-themed smartphones and earbuds for the collaboration hoping to leverage the youthful image and their global fan base to market more products!
Through this collaboration, they made Galaxy S20 the most popular phone in March, month after the announcement, amid the pandemic.
The influence of digital marketing can really be witnessed all around us, but BTS provides us a better understanding on how one can be disruptive and innovative in developing the most effective marketing strategies. BTS has taught us to utilize all the possible resources and consistently connect with your audience, and communicate your brand, in order to be an effective Digital Marketer.