BTS collaborations drive increased interest online, iPrice says
The brands are capitalizing on BTS’s global influence as the K-pop boy group continues to reign at the top of the music charts. A report from the iPrice meta-research site found that Google searches for a brand can double after collaborating with BTS.
BTS’s collaboration with McDonald’s in May helped drive interest up 47% from the same period last year, according to iPrice. Coca-Cola and Louis Vuitton have also benefited from the collaboration with the group, with interest in brands increasing by 127% and 65% respectively compared to the same period in 2020.
Other collaborations include a BTS edition of Samsung’s Galaxy S20 + in July 2020, as well as with Tokopedia, an Indonesian shopping site, in October 2019.
A separate iPrice study revealed that a dedicated member of the BTS military – as the band’s global fan base is called – spends an average of $ 1,422 on merchandise, concert tickets and band albums.
In the Philippines, the BTS member with the strongest attraction is Jungkook, followed by V and Jimin. This trend is spilling over to the rest of the Southeast Asian region, iPrice found. – Patricia B. Mirasol
The success of BTS’s brand collaborations is based on the search volume seen on Google Keyword Planner. The recorded searches took place over a period of three months during BTS collaborations, announcements or product releases. The search volume for each brand is compared to the same three-month period of each year from 2018 to 2021. The brand keywords used depend on how it is referenced in each country (for example, in the Philippines, the Keywords used for McDonald’s included “McDonald’s.” Popularity was based on Google searches for each country by BTS member over the past six months (December 2020 to May 2021). Keywords used are stage name of each member with the keywords “BTS” after (eg “V BTS”). For Thailand, the keywords used were in Thai characters. The Google Keyword Planner tool was used to get the search volume.