Hello, this is <Realworld EXP.>. Recently, Realworld successfully concluded a collaboration promotion with KPOP girl group Dreamcatcher.
This promotion was conducted as part of the marketing campaign for Dreamcatcher's 10th mini-album 'VirtuouS', released on July 10th. The online content 'Parallel World Survival Test' was launched on June 26th, followed by the offline content 'VersuS' at Realworld Seongsu on July 11th.
Today, we'll examine the significance of this collaboration with Dreamcatcher, looking at both the insights and results together.
Confirming Fandom Influence
First, looking at the play data for the online content 'Parallel World Survival Test', we could see the influence of international fandom befitting the global KPOP group Dreamcatcher. The English global version had more than twice as many plays compared to the Korean version, and nearly five times more reviews. We could easily find tweets from international fans sharing their survival test results on X (formerly Twitter).
Looking at Realworld Seongsu's sales during the Dreamcatcher pop-up store operation from July 10th to 25th, (though we can't reveal specific figures) we confirmed that Dreamcatcher fandom made up a larger proportion than usual. However, contrary to expectations that beverage orders would overwhelmingly dominate due to their relatively low prices, beverage and game orders were nearly equal. This can be attributed to the new experience of an escape room utilizing Dreamcatcher's universe and the desire to obtain the 'limited reward' of photocards.
Providing Visit Incentives with 'Limited Rewards'
The physical reward for this pop-up store was photocards. When customers ordered promotional drinks or games at Realworld Seongsu, they received one randomly selected photocard from the seven members. Perhaps due to these limited rewards, many fans gathered and lined up even before Realworld Seongsu opened. Online, countless posts appeared verifying visits to Realworld and photocard collections.
However, if it had been just a pop-up store where you order drinks and receive photocards, it wouldn't have been differentiated from other pop-up stores. The distinctive feature of this pop-up store was the playable content 'VersuS', which clearly showcased Realworld's strengths. This game was transmedia storytelling content connected to Dreamcatcher's existing universe, becoming an essential experience for Dreamcatcher fans.
'VersuS': Transmedia Storytelling Content
Transmedia storytelling can be understood as content utilizing various media like movies, dramas, and animations, similar to the Marvel Cinematic Universe. It's a format where various stories connect within one shared universe. Similarly, 'VersuS' is both an independent escape room game and an extension of Dreamcatcher's universe. It developed an engaging story that satisfied fans' curiosity by addressing unresolved foreshadowing and clues from previous albums.
Due to its close connection with Dreamcatcher's universe, 'VersuS' featured numerous symbols that only fans could recognize, such as 'crowns' and 'secret diaries'. Fans searched for these hidden easter eggs and analyzed 'VersuS' storylines online. In this universe playground, fans voluntarily expressed their opinions and interpretations while discovering clues and 'breadcrumbs'.
Collaboration for Successful Results
The collaboration with our client, Dreamcatcher Company, was also essential. Dreamcatcher Company was so serious about this promotion that they approached Realworld with their own proposal first, allowing us to effectively translate their compelling universe into Realworld content.
Moreover, the staff who planned this content were 'InSomnias' (Dreamcatcher fans) themselves. Perhaps because it was created by 'fans', it resonated more entertainingly with the fanbase. Incidentally, the staff eventually got to meet Dreamcatcher, enjoying the fortune of becoming 'successful fans'.
This Dreamcatcher X Realworld collaboration promotion was an excellent example of how to expand a KPOP group's universe. It generated viral content online and provided storytelling through content that let fans experience Dreamcatcher's unique universe at the offline pop-up store, beyond just providing merchandise. It offered a different experience from other pop-up stores that merely display related props for viewing.
This collaboration between Realworld and KPOP group Dreamcatcher concluded with great synergy for both parties. Realworld continues to collaborate with various companies and organizations across industry boundaries. If you want to learn about the latest trends in the experience industry or encounter examples of new experiential content, please join us at Realworld. Thank you.