Case Study

BTS x Cookie Run: Kingdom

DEVSISTERS

  • Strategy
  • AV
  • Key Art
  • Social
BTS x Cookie Run: Kingdom

The Situation

Cookie Run: Kingdom was launching the biggest collaboration in its history: BTS, reimagined as playable cookies. But BTS is in a huge number of ads, and most don't work — only brands that engage the fandom authentically ever earn the Army's support. Just having the band wouldn't be enough.

Sketches, Boards, and Renders

Sketches, Boards, and Renders Image 1

CHARACTER & ENVIRONMENT DESIGN

CHARACTER & ENVIRONMENT DESIGN Image 1

The Insight

Send a love letter to the BTS Army. The Army only accepts those who live and breathe every detail of BTS, so we went down the wormholes and consulted actual Army members, then fused it all into a custom cinematic and official key art — with more superfan references than fans at a BTS concert.

BTS x Cookie Run: Kingdom – Trailer "Braver Together"

The Results

• 3.3M sign-ups before launch

• Biggest collab launch in Cookie Run history

• 7.9M organic YouTube views

• 13x the channel's previous record

• Shorty Awards finalist

• Fans: "The attention to detail here is AMAZING"

Key Art

Key Art Image 1