The Boyz’s Agency’s Marketing
The Strategy of Self-Promotion
Through Original Content Grabs Attention
“Self-Dating Rumor” Sparks Controversy
The strategy of The Boyz’s agency is causing a stir.
Several photos were posted under the title “[Exclusive] The Boyz spotted on a date at Han River Park… who’s the partner? (Comprehensive)” on The Boyz’s official website.
The released photos followed the same pattern as articles often reporting dating rumors.
Their chemistry was undeniable, reminiscent of the final couple on “The Boyz’s Love Letter.” Finally, their hands intertwined and were revealed on Tuesday, April 23, 2024, at 8:00 PM KST.
Fans who saw the title and photos thought it was real dating rumors about member Hyunjae and couldn’t hide their surprise.
The post was made to promote The Boyz’s content, but the fact that it borrowed the format of dating rumors has sparked anger among some fans.
There are criticisms that the agency failed to consider the fans’ feelings.
In response, some fans mocked and criticized the marketing strategy.
The Boyz, an 11-member boy group, debuted in 2017 and is affiliated with IST Entertainment.
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