Do you know BTS?

Do you know BTS?

People used to know the acronym “BTS” as behind the scene, however recently, the meaning of BTS has been shifted to the Korean pop group BTS also known as Beyond the scene. Over the last two years, the group accomplished many achievements. For example, being the first K-pop group to win an award at Billboard, sold out numerous stadium tours around the world, and recently performed at the Grammys. The group went from an unknown boyband in Korea to a global sensation being label as the next Beatles. The question is, how? How did this band break language barriers and achieve such a worldwide success? Is it their music appeal that captures the hearts of millions of people? Or is it their marketing campaign. BigHit entertainment succeeded in creating a brand from its boy group by continuously developing new marketing strategies.

Communication Platforms

BTS’s constant activity in social media platforms builds trust with their followers. By creating personal messages and uploading unseen content, it taps into consumers’ emotions. It is crucial for a brand to establish trust and sincerity with its consumers. BTS interactions with their fans created a community that led to BigHit’s success in establishing a brand culture. Recently, a new interacting platform called Weverse was introduced to the BTS fan community. Weverse is an exclusive community for BTS fans to interact with the bandmates through posting messages and replies. With millions of fans around the world, BigHit continues to create brand loyalty by hosting engaging activities between the band members and their fandom.

Future Marketing Strategies

For 2020 BigHit stated that their new marketing strategies will enhance K-pop audience experiences. In their company briefing, BigHit announces three new marketing ideas that will be implemented this year.

Concert Experience Package: The company will be partnering with travel agencies and hotels to create an exclusive concert package for fans. The package will include themed hotels relating to BTS, exclusive tickets to visit POP UP museums, themed restaurants and many more.
QR Code: Consumers can now purchase their merchandise at the concert venue through their mobile devices. After purchasing their merchandise from their mobile app, a QR code will be generated for the consumer to pick up their package. The new process will give consumers more time to enjoy their concert rather than waiting in line.
Concert Festival: BigHit is planning to create different activities for fans to enjoy before the BTS concert. They are planning to have rest areas, food vendors, and interactive activities that have Fans participating in virtual reality (VR) experiences with BTS bandmates.

With these new implementations, BigHit is creating its own market within the music industry by bringing new content to consumers. There is never an off-season for BTS and BigHit. BigHit’s plan for 2020 is to increase pop-up store openings, an animation series release, new products of the boy group cartoon characters BT21, BTS clothing line, and many more.