Korean supergroup BTS to star in marketing campaigns for LG mobile products

Source: LG. LG will work with BTS for branding.

LG is readying an outreach campaign fronted by hit K-pop boy band BTS (방탄소년단). The supergroup will star in a series of TV and social media campaigns for LG’s mobile products, beginning with the company’s upcoming flagship smartphone.

As the first K-pop artists to crack the Billboard Top 10 and perform at the American Music Awards, BTS has a large following in major smartphone markets, including in Asia. The video for the group’s Mic Drop surpassed 200 million views on March 22 Korea time, becoming the 7th music video by the boy band to achieve this milestone.

LG and BTS will collaborate on a diverse marketing campaign that reflects the personalities of each of the group’s seven members. The campaign will highlight the band’s talent, attitude and relationship with its fans, the same qualities that LG hopes to highlight with its upcoming products starting this quarter.

“BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success,” says Kim Su-young, VP and head of marketing for LG Electronics Mobile Communications Company. “These qualities make BTS a great match with our smartphone brand and we hope to be able to convey to the global audience that LG mobile devices are also about delivering bold innovation with a unique attitude.”

The news follows LG's announcement in late March that it is ranked 25th in the 2018 Harris Poll Reputation Quotient Rankings, outperforming Google, Apple, and Samsung in the annual consumer survey of the 100 most visible companies in corporate value and brand awareness.

LG also stood out this year by taking the 4th position in the products and services category under the Top Companies by Corporate Reputation Dimension banner.