MATTEL: BTS DOLL RELEASE
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**