CONCEPT

This collaboration featured BTS-themed in-game events, exclusive content, and a unique integration of BTS characters into the CookieRun: Kingdom universe. The partnership aimed to merge the creativity of CookieRun with the vibrant energy of BTS, creating an immersive experience that appealed to fans of both worlds.

The in-game content provided an experience of a BTS concert performed by BTS Cookies, in which users were able to play rhythm games to multiple different songs of BTS. 

STRATEGY

The campaign meticulously incorporated BTS’s core values into the game:

Inclusivity & Togetherness: We highlighted the notion that every fan has a place in the CookieRun universe, echoing BTS’s message of inclusivity.

Self-Acceptance: Reflected BTS’s philosophy of self-love and personal growth.

Hope & Optimism: Created an environment of positivity and encouragement, resonating with BTS’s message of hope.

Pre-Launch Campaign

Slogan Creation: I led our team in developing the slogan "Braver Together," a phrase inspired by CookieRun's core value of bravery and BTS’s commitment to unity and accomplishment. This slogan reflected the essence of the collaboration, emphasizing the shared values of both brands and fostering a sense of community among fans.

Teasing Period: The campaign began with a three-week teasing phase. We utilized in-game hints and social media clues, such as purple hearts, to build anticipation. On September 23rd, we launched a full-impact reveal, simultaneously unveiling teaser content, key art, and game features across all countries.

First Impact: The initial reveal featured a dramatic BTS concert in CookieRun: Kingdom, with region-specific messaging. We used striking imagery of BTS cookies as backlight silhouettes and adopted hashtags like #BTSinCRK to generate buzz globally.

Pre-Registration: Our pre-registration strategy included global sign-ups with a focus on the BTS tour experience. Rewards were offered for reaching registration milestones, incentivizing players to join early and build excitement for the event.

Campaign

Social Media: Our goal was to enhance CookieRun: Kingdom's social presence by integrating BTS themes to create viral moments that resonate with both gaming and K-pop audiences. We utilized authentic messaging to forge a genuine connection between Cookie Runners and ARMY (official BTS fan group), emphasizing values such as diversity, inclusivity, self-love, and hope. 

Branding: Targeted channels where BTS and K-pop fans are most active, utilizing a mix of social media platforms and online communities to maximize reach and engagement. Channels targeted included YouTube, Twitter, TikTok, Twitch, Webtoon, Tumblr, ODK, and Spotify.

Influencers: We engaged various CookieRun voice actors and BTS/gaming influencers, bridging the emotional connections of the community, reinforcing the collaboration’s purpose. We also leveraged existing relationships and developed new ones with influencers who have a crossover interest in K-pop and gaming.

PR: Generated awareness and excitement by leveraging the BTS collaboration. We provided press and consumers with engaging content that highlighted CookieRun: Kingdom’s values and aligned with BTS’s positive messaging.

Creative Strategy: Teasers and trailers depicted a storyline where Cookie characters are invited to a surprise BTS concert by GingerBrave. BTS arrives in the CookieRun Kingdom and is given a tour by GingerBrave, with a dramatic twist where the Cookies of Darkness attempt to disrupt the performance. The narrative culminates in a collaborative performance on stage, showcasing the unity and bravery theme of the campaign.

3D Out-Of-Home (OOH) Advertising: We utilized 3D OOH advertising in iconic tourist spots (NYC Times Square, Shinjuku, Seoul) to increase awareness and interest in the BTS x CookieRun: Kingdom collaboration. The visual effect featured BTS members greeting fans, transforming into Cookie characters, and dancing to "Dynamite" alongside GingerBrave. The experience ended with a captivating “ending fairy” scene, drawing significant attention and engagement.

#RiddleKingdom: The #RiddleKingdom campaign was an innovative, real-life scavenger hunt created to engage BTS fans (ARMY) through a globally synchronized event. The concept was inspired by ARMY’s known behaviors: their passion for collaboration, support for BTS, and enthusiasm for interactive, community-driven experiences. I devised this campaign after thorough research into ARMY's collective interests, focusing on their strong sense of unity and dedication to BTS.

KEY ACHIEVEMENTS

#6 Top RPG in the App Store

#11 Top Simulation in the App Store

The collaboration successfully attracted 2.4 million new users to CookieRun: Kingdom.

Personally featured in articles and interviews, including RollingStone, Billboard, and Everlast Korea.

The campaign resonated deeply with BTS’s ARMY and CookieRun’s existing fans, delivering a memorable experience that honored BTS’s essence while enhancing the game’s appeal.

LINKS & ARTICLES

• RollingStone: BTS Get Animated for ‘Cookie Run’ Mobile Game Collab

• Billboard: Sweet! BTS Is Collaborating on Special In-Game Content for ‘Cookie Run: Kingdom’ 

• Everlast Korea Interview

• Everlast Korea: COOKIE: RUN KINGDOM’S IMMERSIVE COLLABORATION WITH BTS

• Allkpop: BTS collaborates with Cookie Run: Kingdom for a special in-game event