CONCEPT

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.

GOALS & OBJECTIVES

The primary goals of the #RiddleKingdom were to generate excitement and elevate anticipation around the BTS x CookieRun: Kingdom partnership and lead participants into the game. To achieve this, our objectives included offering an authentic and engaging experience for ARMY, aligning with their values of community and support, boosting CookieRun: Kingdom’s social media presence and interaction.

RATIONALE

ARMY is recognized for

Well-Organized Fandom: Their ability to mobilize and coordinate global efforts.

Inclusivity and Diversity: Their support for social causes and positive influence.

Dedication: Their engagement in BTS-related activities, including collecting merchandise and visiting significant locations.

CAMPAIGN

Global Scavenger Hunt: Fans received emoji-based riddles via CookieRun: Kingdom’s social media channels. These riddles led them to physical billboards in seven countries, 20+ cities, and 42 locations, including iconic landmarks like COEX in Seoul, Times Square in New York, and Shinjuku Cross Vision in Tokyo.

Riddles and Emojis: Riddles were released in the form of emojis on social media. The solutions pointed to BTS-related locations. One riddle led fans to the main trailer, boosting its views, while another directed users to the in-game update for the collaboration. Fans were encouraged to find billboards at these locations, which featured hints for the final solution—a special in-game code.

Social Media Engagement: Fans participated by solving the riddles and sharing their answers on social media using the hashtag #RiddleKingdom. This helped generate user-generated content, increase visibility, and drive discussions about the collaboration.

Billboard Integration: Billboards featured dynamic 3D visuals, including BTS members transformed into Cookie characters, dancing to “Dynamite” alongside CRK Cookies. This creative element helped capture attention and drive interest.

KEY ACHIEVEMENTS

Participation: Over 3 million fans engaged in solving riddles and sharing their experiences.

Visibility: Enhanced global visibility of the BTS x CookieRun: Kingdom collaboration through widespread media coverage and social media buzz.

Fan Connection: Strengthened the bond between BTS and CookieRun: Kingdom communities by celebrating shared values and fostering a sense of global unity.

The #RiddleKingdom campaign was a groundbreaking success that leveraged ARMY’s collaborative spirit to drive excitement and engagement for the BTS x CookieRun: Kingdom collaboration. By creating a real-world challenge that resonated with fans’ values and interests, the campaign not only amplified the partnership’s visibility but also deepened the connection between the two fan communities.

LINKS & ARTICLES

• PocketGamer: Cookie Run: Kingdom hosts real-world scavenger hunt to celebrate the upcoming BTS collaboration   

• Bleeding Cool: Cookie Run: Kingdom Announces BTS-Themed Global Riddle Challenge 

• Game Rant: Cookie Run Kingdom BTS Riddle Answer