Elton’s permission to dance
Korean boy band, BTS, released ‘Permission to Dance’ which included the lyrics, “When it all feels like it’s wrong/ Just sing along to Elton John/ And to that feeling, we’re just getting started.”
The following day, we actioned a reactive social media marketing campaign and tweeted “When it all seems like it’s right, I sing along to @bts_bighit,” adding the song’s title in the form of a hashtag.
The Tweet went viral and became Elton’s best performing tweet, reaching over 1.1m engagements.
Following this, and noticing the bands high engagement on YouTube, Elton responded a short form piece of video recreating the BTS dance to Permission to Dance.
The video also became Elton’s best performing YouTube Shorts with over 900k views.
Keeping the very active Twitter community of BTS fans engaged, we created another piece fo content, exclusively for this platform of Elton singing along to the lyrics and sending his love to the BTS Army.