SuperM triumphantly launched in October with the first-ever debut K-pop album to hit #1 in the US. However, managing the digital presence of the band presented several challenges. Integrating a global team spanning three continents, rival factions breaking out amongst the fanbase and meeting the sky-high expectations for K-pop’s biggest supergroup to name a few.

The campaign kicked off long before any music was released. Hype and tension were cultivated through the drip release of beautiful advertorial-level photos and film content of the band. The standard of photography and videography in K-pop is incredible and the band’s management SM Town did a fantastic job of capturing each band member to create a striking feed on Instagram. The concept of The Avengers Of K-pop was launched to bring rival band factions together.

The quality of the products in K-pop is also next level. The record has seven versions, each cover with the face of a different band member. On release day, fans were encouraged to put all versions together to form the SuperM logo and post on social media with a custom hashtag.

There are AR T-shirts, face masks, sticker packs and patch sets. Flash discounts on digital stores were promoted with slick animations. A partnership with Marvel offered further exclusive items.

As release day approached, Capitol unfurled an enormous roll-out. A Coachella-like stage was erected outside the Capitol Tower in Hollywood where the music was finally revealed. The event was live-streamed on YouTube with millions of fans tuning in globally. Fans also got the chance to ask the band questions live on YouTube the night before.