Jung Kook LIVE at TSX
Content Strategy, Creative Direction + Screen Design
On November 9, 2023, Jung Kook of BTS delivered a surprise pop-up performance in Times Square, drawing thousands of fans and millions of global viewers. In collaboration with TSX Entertainment, Hybe, and New York City officials, the event promoted his debut solo album, Golden, and represented months of meticulous planning and execution.
With only 30 minutes’ notice before showtime, the reveal synchronized a live Times Square announcement with a global social media rollout. A strategic series of teasers and confirmations across platforms built anticipation, drawing an already-growing crowd eager to witness the surprise.
The event generated $50 million in earned media and reached 4.8 billion online, leveraging Times Square’s iconic countdown tradition to amplify excitement. As fans chanted with the on-screen timer, Jung Kook took the stage, delivering a performance that became a defining cultural moment with lasting impact.
Video by Team Slavin
Social Media Announcement. View on Instagram
Social Media Strategy
The collaboration between BTS’s official Instagram account and TSX Entertainment forged a strong connection with Jung Kook’s global fanbase, generating remarkable engagement and building excitement for the event and beyond. These impactful posts ignited widespread interaction and continue to gain traction, reaching millions and extending the influence of the moment. This strategic digital campaign struck a chord with fans, helping to contribute to $50M in earned media and 4.8B in total online reach, cementing the event as a cultural milestone with enduring relevance.
Screen Design
