Hello. This is Realworld, a playable content platform. Through previous issues of Realworld EXP, we've introduced various cases of experiencing movie universes. Realworld has also conducted transmedia promotions that bridge online and offline experiences with 'Concrete Utopia,' and for 'A Quiet Place: Day One,' we planned an interactive mystery game called 'Movie Quest' that unfolds after the film ends.
In this era where even movies are becoming playable, how can dramas be left behind? With the need to capture viewers' attention even before airing to become a hot topic, various forms of promotion are emerging. We'd like to introduce you to various drama promotion case studies.
'Wise Resident Life' : Yulje Hospital Website
The drama 'Wise Resident Life' (hereinafter 'Wise Resident'), which aired from April 12, 2025, to May 18, 2025, was one of the most talked-about dramas of the first half of this year. After its first broadcast, the daily viewership ratings never dropped once and continued to rise steadily, with the final episode ending with its highest viewership rating. There was a promotion that became as much of a topic as the drama itself.
It was the official website of 'Yulje Hospital,' the setting of the drama 'Wise Resident.' At first glance, the design could easily be mistaken for an actual hospital website, and the efforts to capture the drama's universe on the website are remarkable, including hospital introductions, Yulje staff introductions, and Yulje's voice. Despite being a drama, it didn't follow the broadcaster's domain and was the first tvN drama to use a separate domain, which seems like a detailed attempt not to break viewers' immersion.
This Yulje Hospital website recorded about 2.8 million views within a week of opening, and the 'Jongno Yulje Hospital' ARS customer service event featuring actor Kang Yu-seok's voice recorded nearly 40,000 calls within two weeks of opening. It truly was a drama that became a hot topic in many ways.
'Good Boy' : Good Boy Punch Club Membership
The comic action youth detective drama 'Good Boy,' which has been airing since May 31, 2025, operates a membership site called 'Good Boy Punch Club.' By simply entering your name, contact information, and nickname, they issue membership cards, and they're conducting various events to encourage viewer participation, such as giving away limited edition goods to members through lottery drawings. Particularly, invitations to premiere screenings where you can watch episode 1 first and special cafe benefits for the opening celebration could be benefits that encourage membership registration.
This seems to be an attempt to secure fandom and spread content, and we hope 'Good Boy' becomes widely known through the Punch Club membership!
<Nine Puzzle> : Realworld Seongsu Pop-up Store
This time, Realworld collaborated with Disney+, a global OTT service. It was for the promotion of Disney+'s original content <Nine Puzzle>, which has been receiving enthusiastic responses from viewers since its release on May 21, 2025.
This promotional event was designed to allow people to enjoy content utilizing <Nine Puzzle>'s universe both online and offline. With Realworld's strengths—PC web, mobile app, and proprietary spaces—various elements came together, allowing participants to experience <Nine Puzzle>'s world in a realistic way.
First, the online content 'Nine Puzzle: Beginning,' which ran from Friday, May 9th to Tuesday, May 27th, was a unique form of ARG (Alternate Reality Game) where players uncover secrets hidden on a virtual homepage, recording over 20,000 visitors and receiving much love from mystery and thriller fans.
Additionally, the offline content 'Nine Puzzle: Episode.0,' which ran from Friday, May 16th to Tuesday, May 27th, was operated at Realworld Seongsu, Realworld's flagship store, providing participants with an experience as if they were conducting actual investigations using the Realworld app and kits.
This 'Nine Puzzle: Episode.0' recorded a reservation rate of over 90%, demonstrating the anticipation and popularity for <Nine Puzzle>. Notably, director Yoon Jong-bin, who directed the original work, and lead actors Son Seok-gu and Hyun Bong-sik visited Realworld Seongsu to play the content themselves, adding strength to the promotion.
Did such promotions help even a little? <Nine Puzzle> has continued its success since release, ranking as the #1 most-watched Korean content on Disney+ worldwide in 2025 and #1 most-watched content in 7 Asia-Pacific regions.
Realworld provides unique content experiences that transcend online and offline boundaries. Beyond movies and dramas, we're already excited to see which IP will be attractively showcased next. If you want to provide more realistic and immersive experiences for your products, services, and brands, please join us at Realworld. Thank you.