EVALUATING CELEBRITY INFLUENCERS’ EFFECTIVENESS: HOW MCDONALD’S IS REDEFINING FAST FOOD THROUGH THE BTS MEAL

• Main Author: Denisa Hanifa Savitri, Siti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68040
• Institution: Institut Teknologi Bandung

K-pop, or South Korean mainstream pop music, has its own formula for worldwide success. The key element, a memorable hook tune, is combined with a trademark dance technique and presented in a spectacular video. The entire package is designed for social media, where the music takes on a life of its own thanks to a dedicated fan following. This strategy, which incorporates pop music clichés, Internet culture, and extensive training, has aided in the internationalisation of K-pop. BTS has captured fans from all around the world since their debut in 2013 and ever since 2017, has been chosen as brand ambassadors for certain brands. McDonald's is one of the brands that has partnered with BTS and promoted their collaborations through digital marketing. This paper will utilise McDonald's BTS Meal as a case study to demonstrate how advantageous working with a worldwide boyband can be for a business. The results of this research demonstrated that the use of celebrity influencers have given brands a wider audience and, in an era, where the Internet is widely used, the usage of social media has been steadily increasing, and most sales managers have understood that they must consider them if they want to stay up with society's growth.