In 2018, one mysterious billboard in Hollywood sparked a hashtag that trended on Worldwide Twitter. How did a campaign that focused on hyper-local “offline” activity in American cities manage to engage thousands of fans from around the globe, who couldn’t directly participate?
I was a presenter at the Korean Marketing Association’s 2020 ICAMA-KAS International Conference. I shared “Waste It On Me and #TheGreatBTSBillboardHunt: A case study of social media-powered promotions that mobilized locally and engaged globally” at the online event on October 31, 2020 (Korea Standard Time).
Continue reading “Waste It On Me and #TheGreatBTSBillboardHunt: An experiential campaign that mobilized locally and engaged globally”
Watch the recording here