Introduction
The digital age has altered the landscape of music and entertainment, making social media an essential tool for promotion and brand engagement. Big Hit Music, the record label behind global K-pop sensations such as BTS, ENHYPEN, and TXT, has expertly leveraged this platform to create viral marketing campaigns. The video for 'What Do You Believe In' starring these popular artists has garnered significant likes and engagement, showcasing a masterful blend of memes and cultural concepts.
Viral Hits and Memes
The video went viral, especially for TXT's contribution with the line 'I believe in Pineapple Pizza.' This meme turned a favored dessert into a cultural symbol, resonating with viewers around the world. TXT's portrayal of this belief in a pizza with a pineapple topping is a prime example of Big Hit Music's ability to integrate unique and unforgettable moments into their marketing campaigns.
Strategic Marketing with Visual Effects
Several artists, including Enhypen, utilized innovative visual techniques such as green screen technology in their videos, creating a sci-fi concept that captivated fans. Enhypen's creative use of these effects, combined with their unique vibration and impact on the audience, contributed to the video's success. Another standout element was how Engram (Beomgyu) appeared with long hair, which further emphasized the campaign's edgy and creative nature.
BTS has been pioneering in incorporating cultural concepts into their videos, and this campaign is no exception. The use of a sci-fi format not only pushed boundaries but also provided a format that was both educational and entertaining. Moreover, Engram’s appearance with long hair additionally met the public's preference for a more dramatic and visually striking look.
Engaging and Relatable Content
The overall format of the video, combined with the coherent storyline and diverse input from various artists, made the video more relatable and enjoyable. For instance, TXT’s explanation of how pineapple pizza impacts their lives generated a lot of emotional engagement. The humor and relatability of their responses, such as Huening Kai's connection to pineapple, added a layer of depth to the performance. This strategy taps into the narrative and isolation that many have experienced during the pandemic, making the video resonate on a personal level.
The use of a series of behind-the-scenes shots also added to the authenticity and engagement. Fans got a glimpse into the preparation and character development behind the performance, which added an extra layer of connection to the content. The inclusion of K. Taehyung’s voice amidst the background laughs brought a blend of nostalgia and excitement that many fans found endearing.
Conclusion: A Masterful Blend of Creativity and Engagement
From the creative visual effects to the memorable mementos, Big Hit Music has once again demonstrated its prowess in crafting content that is both appealing and memorable. Their 'What Do You Believe In' campaign not only serves as a great advertisement for Big Hit’s artists but also highlights the strategic use of memes and a unique sci-fi concept. For fans and professionals alike, this campaign provides a rich and engaging experience that stays with viewers long after the video ends.