Brand Tracker

Welcome to the automated Brand Tracker diaries.

Singapore

Gen Z perspectives: Dyson’s new SEA marketing head, BTS in SG and Tesla’s flying car

Brand: BTS

Campaign: BTS THE CITY ARIRANG

Source: https://www.marketing-interactive.com/gen-z-perspectives-dyson-s-new-sea-marketing-head-bts-in-sg-and-tesla-s-flying-car

Goal: To create a large-scale fan activation in Singapore

Media: Attractions, cultural institutions, nightlife venues, landmarks

Summary: The Singapore Tourism Board has partnered with HYBE to host 'BTS THE CITY ARIRANG' in Singapore from December 1 to December 31, 2026, marking it as the first and only Southeast Asian stop for the event, and making it the largest fan activation for a recording artist in the country.

Global

BTS turns Google Gemini into an AI playground for ARMY

Brand: Google Gemini

Campaign: BTS & Gemini

Source: https://www.marketing-interactive.com/bts-turns-google-gemini-into-an-ai-playground-for-army

Goal: To integrate BTS fandom into the Gemini app through interactive features

Claim: It starts with you

Media: Film, App features

Summary: Google Gemini has collaborated with BTS to create a series of interactive features within its AI app, aiming to engage the K-pop group's fans through music discovery, language learning, and real-time updates. The partnership is highlighted by a film showcasing BTS members using the app in various everyday contexts, and includes features like an emoji-based music quiz, a BTS news digest, and a language learning tool to help fans learn Korean phrases.

AI BTS Interactive experiences language learning

Global

To enter the BTS world, just type 7777

Brand: Google

Campaign: Unlock BTS

Source: https://www.media-marketing.com/vijesti/za-ulazak-u-bts-svijet-dovoljno-je-upisati-7777/

Goal: Engage BTS fans with AI features

Claim: Enter BTS world by just typing 7777

Media: Mobile application

Summary: Google's campaign introduces the Gemini app's features tailored for BTS fans. Users can unlock four experiences by entering 'Unlock BTS' or '7777', including insights into BTS members' use of Gemini, a music guessing game, an informational hub with news and schedules, and a Korean language learning feature. Accompanying the launch is the film 'BTS & Gemini It Starts with You', showcasing the members in everyday situations.

AI BTS fan engagement language learning music