K-pop Star BTS JungKook’s Birthday Celebrated on 16 Thousand LED Screens
The advertising promotion to mark the 25th birthday of K-pop star Jungkook, who is a member of the boy band BTS, is claimed to be the largest the world has ever seen.
Pop star Jungkook’s 25th birthday is commemorated on 16. thousands of LED screens across South Korea’s subway network.
The initiative – which has been organized by Chinese singer Jungkook China’s fan club – is said to be the biggest marketing campaign ever on a Korean subway. The screen will show K-pop stars from August 29 to September 15.
K-pop fans are increasingly cutting back on social media and reaching out to their idols through out-of-home (DOOH) digital advertising, according to a report by Movia, and eventually staying published on social media platforms.
Several years ago, a group of Korean music fans funded a series of LED screens in Times Square, New York, to promote their favorite bands and artists. From a few sporadic ads, it quickly became a phenomenon among fans from around the world to invest in some of the most expensive ad space in the world – in Times Square, a spot billboard costs 15 seconds per hour prime-time, 15 seconds per hour around $30,000 for a week.
Fans of K-pop girl group MAMAMOO also used Times Square as their platform to create a DOOH campaign. The LED screen, chosen by fan group China Fanmaum, measures 430 square meters and is located on Broadway – a place usually reserved for Good Morning America, The Ellen Show, and ESPN.
The biggest DOOH campaign promoting K-pop stars, however, has taken place in South Korea. In 2018, KITA and Gangnam District want to develop K-pop Square in Seoul. So they made an LED screen four times the size of a basketball court
The SMTown Media Facade consists of several curved screens and is mounted on the outer wall of Coex’s SMTown Atrium. At 80m long and 29m high, it is the largest tall OOH advertising screen in South Korea. In addition to K-pop videos, it features media artwork and public content. The goal was to develop the square into the Korean version of Times Square.
Source : https://www.avinteractive.com/