JENNIE's Ruby Campaign: How K-Pop Collectibles Drive Global Fan Engagement
A deep dive into how BLACKPINK's JENNIE used exclusive TapCards to create memorable fan experiences and extend tour engagement beyond the concert venue.
When JENNIE, member of global K-Pop phenomenon BLACKPINK, wanted to create deeper connections with her fans during her solo tour, she partnered with All Time Classic to launch an innovative collectible campaign that would redefine fan engagement.
The Challenge: Beyond the Concert Experience
JENNIE faced a common challenge in the modern music industry: how to extend the tour experience beyond the 2-3 hours fans spend at the venue. K-Pop fans are known for their dedication and desire for exclusive content, but traditional merchandise often falls short of creating lasting engagement.
The goal was to provide fans with something meaningful and exclusive that would enhance their concert experience while creating a new revenue stream directly tied to fan engagement.
The Solution: Limited-Edition TapCards
All Time Classic partnered with JENNIE's team to create limited-edition TapCards for her tour. These collectible cards provided fans with a physical memento of the concert experience as well as exclusive digital content accessible only to cardholders.
What Each TapCard Unlocked:
- Exclusive Behind-the-Scenes Content: Unreleased footage from tour rehearsals and backstage moments
- Digital Photo Collection: High-quality photos and digital content from JENNIE's tour
- Personal Thank You Message: A special video message directly from JENNIE to her fans
- Early Access Privileges: Priority access to future merchandise drops and tour announcements
Campaign Strategy: The TapCard campaign was implemented in three strategic phases: pre-tour launch, venue sales during the tour, and post-show engagement to maintain fan connection after the concerts ended.
Implementation Strategy
Phase 1: Pre-Tour Launch
Limited number of premium TapCards were made available for pre-sale before the tour began, creating anticipation and early revenue.
Phase 2: Venue Sales
TapCards were available at select merchandising locations during the tour, allowing fans to purchase them as concert memorabilia.
Phase 3: Post-Show Engagement
Content updates and exclusive releases continued for TapCard holders after the tour concluded, maintaining engagement long-term.
Impressive Results
Unique collectible versions
Sold out timeframe
Pre-save conversion vs standard
Key Outcomes:
- High Demand: All limited-edition collectible TapCards sold out within 24 hours
- Increased Revenue: Significant increase in merchandise revenue per fan compared to traditional merch
- Extended Engagement: Fans continued engaging with content months after the tour ended
- Valuable Data: Created first-party fan data for future marketing and engagement initiatives
Key Learnings for Artists
The success of JENNIE's TapCard campaign revealed several important insights about modern fan engagement:
- K-Pop fans value authentic connections: Fans highly value exclusive collectibles that provide genuine access to their favorite artists
- Physical-digital hybrid products work: Combining tangible collectibles with digital experiences creates longer and more meaningful fan engagement
- Direct-to-fan sales matter: Direct sales channels provide both increased revenue and better fan relationships
- Innovation drives results: TapCards offer an innovative way to transform traditional tour merchandise into lasting fan experiences
Key Takeaway
JENNIE's Ruby campaign demonstrates how innovative collectibles can transform the traditional tour experience. By combining physical memorabilia with exclusive digital content, artists can create deeper fan connections, generate additional revenue streams, and build lasting engagement that extends far beyond the concert venue.