​

The most powerful fanbase in the world is the BTS ARMY.

And the ARMY members communicate by creating and sharing BTS memes.

​

So, how do we promote Mattel's new line of BTS dolls? By speaking the language of these fans.

We took the most popular memes & gifs and remastered them with the dolls.

​

​

Webby Honoree: Best Use of Earned Media

​

​