When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.
True
kpop
How Marriott is turning K-pop fandom into a loyalty machine
asia roars
john toomey
korea
kpop
marriott
ramesh daryayani
Ad Nut stans Google and K-Pop (briefly), then scampers back to safer branches
72andSunny
ai overviews
google
just ask google
kpop
le sarrafim
In Google's latest, a dad attempts to bond with his teen by embracing Le Serrafim fandom with help from AI tools. Ad Nut is intrigued, mildly impressed, and profoundly grateful to raise squirrel offspring instead.
Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun
alcohol
Carlsberg
kpop
rommel fuentebella
somersby
tomorrow x together txt
yeonjun
Campaign exclusively chats with Carlsberg Asia’s senior director, Rommel Fuentebella, about Somersby’s new tagline and campaign, with a sprawling Asia push that enlists K-pop idol Yeonjun.
Why brands should tap social communities for conversion
kpop
social media
UM
UM Philippines' Jesca Bantayan explains how brands can use the power of fandoms as an engagement tool to connect with their consumers.
K-pop partnerships: A win-win for brands and artists or just lazy marketing?
brand collaboration
bts
kpop
Look around and you'll now see a K-pop celebrity everywhere from the cover of a magazine to a coffee cup. But has it reached the point where attaching a K-pop artist to your brand is simply lazy marketing? Campaign explores the merits of the K-bubble and if it's likely to burst any time soon.
Maybelline takes K-pop band Itzy on interactive virtual shopping trip for 11.11
kpop
Watch the video conceptualised by McCann Worldgroup agency Gotham
Johnnie Walker signs K-pop star CL to promote 'Keep walking'
kpop
CL’s personal story of overcoming prejudice to become a global sensation is explored in two campaign videos.
K-pop group SuperM debut Prudential-sponsored single 'We Do'
kpop
prudential
rga
Insurance firm struck a partnership with the South Korean supergroup earlier this year to collaborate on wellness-oriented campaigns and activations.
The SuperM effect: How Prudential Asia's CMO is racing to sign up younger consumers
cmo
korea
kpop
prudential
The insurer's CMO Anthony Shaw details how the 173-year old firm is pivoting its business using not just K-pop ambassadors but also digital tools to be relevant to a young audience.
Prudential jumps on K-pop bandwagon with SuperM pact
korea
kpop
prudential
Life insurer and music supergroup have launched a joint campaign and will hold events to motivate people to lead healthier lives.