In celebration of Blackpink’s longawaited comeback, the group lit up the globe as part of the Light Up The Pink campaign. On 18th August, a total of five landmarks were lit pink and 20+ digital projections were displayed on iconic monuments, including South Korea’s N Seoul Tower, New York’s Brooklyn Bridge, London’s Marble Arch, and more. 25+ global digital billboards promoting the single went live on the night of release.

We captured footage of each location, but also encouraged fans to share their photos and videos using the hashtag #LightUpThePink. Fans crowdsourced a few landmarks in their respective cities to light up pink, including the MOA Globe in the Philippines, Sun Wheel Da Nang in Vietnam, and the Darul Hana Bridge in Malaysia.

We partnered with the digital platform Landmrk to create a mobile experience featuring a custom map of 500+ hotspots in 106 countries that fans could physically access to unlock digital content. The locations included top cities and countries based on listenership, social media following, and the Born Pink tour stops.

To grow the band’s mailing list, we integrated a section in the site for fans to opt-in to it.

We launched the Light Up The Pink digital experience on 17th August through a cryptic mailer sent to the Blackpink list. Throughout the next few days, we had exclusive images, custom GIFs, a pre-save liner, personalised audio messages from the members, and the single retail and video links uploaded to the hotspots. When the physical landmarks, projections, and billboards lit up pink on the night of the single drop, we had their locations highlighted on the map.

Through this campaign, we created a truly synchronised global moment to symbolise the reach and impact of Blackpink. In addition to drawing superfan Blinks even closer to each other and the band, we were able to build massive anticipation for the single that ultimately led to the group securing their first #1 album on the Billboard 200.