Project Spaceship

Project Spaceship was a structured but flexible tool for “post-concert meaning making” created for ARMYs which I piloted for BTS’ Permission to Dance On Stage shows in Los Angeles in November / December, 2021. By preparing for the aftermath of the 4-night concert series before it even began, I designed Project Spaceship to help us as fans to both comfort and soften post-concert depression and transform our experiences into connection, growth, and inspiration. I ran a second iteration for BTS’ Las Vegas shows in April 2022.

Why a spaceship?

“In my view, BTS concerts take place in an entirely different galaxy. Landing softly back on Earth doesn’t just happen naturally.”

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Waste It On Me and #TheGreatBTSBillboardHunt: An experiential campaign that mobilized locally and engaged globally

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).

Watch the recording here

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