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Pandemic Edition to Interactive Merch

K-pop group BTS’ interactive community merch – Army Bomb – gets a ‘From Home’ version for a virtual concert.

Culture Compass
Culture Compass
6.5
GenderMale, Female, Others
Age BracketKids, Teens, Young Adults
GeographyWorldwide

K-pop concerts are known for the amazingly synchronized artist performances and memorable crowd engagements. BTS fans, called the Army, have a piece of technology called the Army Bombs which adds to the whole experience of the BTS concerts. Army Bombs are the official lightsticks for BTS fans. These lights, when in a real concert setting, create mesmerizing effects through the crowd and become a visual representation of millions of fans worldwide coming together for their artists.

Generally, on entering the concert arena the BTS Army Bomb pairs to the user’s seat via an app, while the lighting team controls the color of the lights. The lights are synchronized to the artists performance.

When the ‘BTS Map Of The Soul Tour’ was canceled due to the worldwide pandemic, the managing company decided to do a live virtual concert called the ‘Bang Bang Con’. To engage the fans sitting at home and delivering an interactive concert experience to the Army, BigHit also announced a new feature that allowed anyone to connect their Army Bomb through the Weverse app, so it could light up along with the concert that aired.

References – Seventeen

Culture Compass
6.5
BigHit and BTS used their technological innovation to give the fans the ability to still engage with their idols, despite the pandemic. Being able to connect with the performance through interactive merch helped enhance the virtual concert experience for the audience.

Breakdown

  • Popularity 8.0
  • Inventiveness 7.0
  • Engagement 6.0
  • Human Centricity 5.0

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