MATTEL BTS DOLL RELEASE
BTS is a K-Pop banding taking over the world, with help of their giant fanbase ARMY.
With the release of Mattel’s BTS dolls we knew we had to speak
the universal language of these fans: MEME.
We took the most iconic GIFs and Memes and remastered them using our own dolls. And the fans went crazy.
Webby’s Best Use of Earned Media: Honoree
We sold out in 48 hours after launch
Commanded 3% of the global BTS conversation
Received over 170% more likes than @Mattel’s average post
WITH NO PAID MEDIA.
And the ARMY has spoken: