Rewatch, Rewind, Replay Campaign for ‘BTS: Yet To Come’ Concert Movie on Prime Video
CASE STUDY BY VERO THAILAND
K-pop concert movie “BTS: Yet to Come” was launched on the Amazon-owned Prime Video platform in November 2023. The film includes 19 performances of the boy band’s hit tracks, including “Dynamite,” “Butter,” and “Yet To Come (The Most Beautiful Moment),” and mixed with speeches, electrifying stage designs, and spectacular firework displays.
In collaboration with Vero in Thailand, Prime Video organized a spectacular premiere event for the Thai ARMY to “Rewatch, Rewind, and Replay” their favorite ‘Yet To Come’ concert moments. We built up anticipation and excitement and made sure to surpass fans’ expectations of their favorite Bangtan Boys!
Leveraging the power of BTS’s solid fanbase in Thailand and KOLs, the three-day offline activation saw more than 1200 attendees at the Siam Scape, all experiencing the magic of the global pop icons’ historic concert.
Pre-launch: Creating anticipation
Vero enlisted some of Thailand’s most influential Key Opinion Leaders (KOLs), devoted ARMY members, and lifestyle and entertainment media to generate content aimed at generating excitement for the forthcoming release of the BTS: Yet to Come concert movie on Prime.
We reached out to ARMY members and anyone longing for the concert experience, encouraging them to prepare for a subscription to Prime in anticipation of the streaming release of the BTS: Yet to Come concert.
Emphasizing the success of BTS: Yet to Come, with its impressive audience turnout of over 50,000 in Busan and over 10 million online audiences from around the world, the campaign also highlighted the remarkable production value of the concert.
Launch Day: Rolling out powerful activation
We transported Thai ARMY, KOLs, and influencers to the immersive world of the ‘Yet To Come’ concert through a vibrant purple-themed on-ground activation at Siam Scape. The experience was meticulously designed to replicate the electrifying atmosphere of the concert, featuring four different stations, including interactive “walls of memories” displaying behind-the-scenes from the concert, photo booths, and massive LED screens for the concert trailer. These elements combined enveloped fans in an ambiance that made them feel as though they were right there, sharing the moment with the Bangtan Boys.
To make sure the ARMY members get to express their love for BTS in a sustainable paper-less way, we deployed a digital message screen. Here, fans wrote heartfelt messages that were instantly displayed in real-time on a large screen. This interactive feature not only allowed fans to share their sentiments but also fostered a sense of community and connection among attendees, creating a truly memorable and inclusive experience.
Post-Launch: Sustaining the excitement
Missing BTS is a sentiment shared by many, making the invitation to watch the concert again and relive the magic more compelling. So, to sustain the excitement and magic, influencers and dedicated ARMY members alike emphasized the unique advantage of accessing the concert movie on Prime Video—highlighting the convenience of being able to indulge in the magic whenever desired. They extolled the seamless viewing experience, free from interruptions or screen freezing, to an incredible UHD video quality, ensuring that every moment is savored to the fullest.
We saw an incredible volume of Twitter posts and TikTok videos of people sharing their viewing experiences, some even waving their light sticks or dressing up to recreate a live concert vibe within the comfort of their homes.