#BTSCookies
We got ARMYs globally to takeover Twitter with a profile countdown, everyday before the launch of #BTSCookies in Cookie Run Kingdom.
The Context How can Cookie Run Kingdom make the most out of its collaboration with the world’s most popular idol group — BTS, where they are introducing a cookie character for each member?
The Approach ARMYs globally are known to band together to show support for BTS. On Twitter, trending hashtags are dedicated to the group when they are promoting, attending events or collaborating with brands. Based on this observation, we wanted to coordinate an effort for fans to celebrate the launch of the characters together.
We allowed fans to participate in a profile takeover where 7-days leading up to the launch, fans’ Twitter profiles changed to a BTS Cookie character every day. This helped to tease the launch by flooding the timeline with cute cookie characters that fans can enjoy when it launches while positioning the game like they were fans coordinating this fan effort.
