BTS Permission to Dance Tour

There are pop groups, and there is the global K-pop phenomenon known as BTS. Our mission was to activate its rabid fanbase, the BTS Army, to build hype and excitement for the band’s Permission to Dance Tour, a multi-night concert experience at Las Vegas’ Allegiant Stadium.

MGM partnered with BTS to create hotel packages for concert-goers that included discounted rooms and exclusive merch. We choreographed the world famous Bellagio Fountains to two chart-topping BTS singles. Our hotels featured BTS-themed activations like “Cafe in the City”, a restaurant takeover where fans could order menu items inspired by the group.

Our campaign resulted in 23M impressions, 1.7M engagements and MGM Resorts highest-performing content to date, scoring a 15% cumulative engagement rate. Social generated so much traffic it crashed the hotel booking site. Our content led to a sellout of all 4 shows at Allegiant Stadium, as well as concurrent livestreams of the concert at MGM Grand Garden Arena.