Marketing

Spotify joins BTS’ global ‘Armypedia’ scavenger hunt campaign


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K-Pop megastars BTS are preparing for the release of their new album, ‘Map of the Soul: Persona’, in April. There’s an interesting digital-marketing campaign going on ahead of the release too. It’s a scavenger hunt called ‘Armypedia’, which is challenging BTS fans to look for ‘puzzle pieces’ in physical and digital locations, using QR codes.

According to website AllKPop there are 2,080 pieces to find, with billboards, public-transport ads and even yoghurt pots featuring the scannable codes. Streaming service Spotify is also getting involved: it’ll host 19 of the puzzle pieces on its service and social feeds, according to The Jakarta Post. There’s even a hashtag – #SpotifyxBTS – to go along with the campaign.

It’s all helping to build anticipation for the new album, which Billboard reports has already pre-sold nearly 2.6m copies. And yes, that’s “sold” – ‘Map of the Soul: Persona’ is sure to be a big streaming hit globally, but the BTS Army have already proven themselves willing to shell out to buy the band’s albums too.

Stuart Dredge

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