Samsung Finally Unveils The New BTS Campaign for Its New Phone

Last week, fans were buzzing with excitement when Samsung began teasing a brand-new collaboration with global phenomenon BTS. Known for their previous successful joint campaigns, such as the BTS Edition of the Galaxy S20+ and Galaxy Buds+, the anticipation surrounding their next project with Samsung was palpable. True to the hype, Samsung finally unveiled their latest ad campaign featuring BTS, alongside the launch of their cutting-edge flagship smartphones, the Galaxy S21 series. The unveiling was part of the much-anticipated Galaxy Unpacked 2021 event, which was held virtually and livestreamed to a massive global audience.

On Friday, January 15, 2021, Samsung officially introduced the Galaxy S21, Galaxy S21+, and Galaxy S21 Ultra to the world, with BTS playing a prominent role in the reveal. The livestream event drew an astounding 57 million viewers globally, a figure that not only reflects Samsung’s global reach but also speaks volumes about the draw BTS holds across international markets. The collaboration was a strategic and culturally resonant move, marrying cutting-edge technology with one of the most influential music groups of the 21st century.

BTS opened the new Samsung campaign with a visually stunning and emotionally resonant short film that seamlessly blended innovation, creativity, and connectivity, core values both BTS and Samsung share. The ad emphasized how technology can bring people together, particularly in a time when physical distance has become the norm due to the COVID-19 pandemic. Featuring the members of BTS interacting with the Galaxy S21 in sleek, futuristic settings, the ad highlighted the phone’s key features, its powerful camera system, vivid display, seamless performance, and innovative design.

The campaign wasn’t just about promoting a new device. It was about telling a story, a narrative that emphasized hope, creativity, and human connection. BTS, as ambassadors of positivity and global unity, were the perfect storytellers for this narrative. Their presence in the campaign added a layer of relatability and inspiration, especially for younger consumers who look up to the group not only as artists but as thought leaders and cultural icons.

The inclusion of BTS in the Galaxy Unpacked 2021 event was a major highlight. Their segment during the livestream was brief but impactful. Dressed in coordinated pastel tones that complemented Samsung’s new phone colors, the members introduced the Galaxy S21 lineup with poise and professionalism. They spoke of how technology had helped them stay connected with ARMY, their global fandom, and how the Galaxy S21 could empower fans to create, share, and stay in touch in creative ways.

Jungkook, for instance, demonstrated the phone’s Director’s View feature, which allows users to record with both the front and rear cameras simultaneously, a perfect feature for vloggers and content creators. Taehyung (V) highlighted the 8K video capabilities, which is ideal for capturing high-quality performance clips or cinematic moments. Meanwhile, Jimin expressed how the Super Steady Mode was helpful for dance videos, something close to BTS’s performance roots.

The campaign also included exclusive behind-the-scenes content, social media teasers, and high-resolution imagery featuring the BTS members with the new Galaxy S21 devices. Samsung cleverly leveraged BTS’s massive social media presence, with posts across Twitter, Instagram, and Weverse generating millions of likes, shares, and comments within hours. The hashtag #GalaxyxBTS quickly trended worldwide, with fans sharing their excitement and admiration for the campaign’s sleek visuals and powerful messaging.

Samsung has long been a supporter of innovation, and BTS, known for their boundary-pushing artistry and global reach, embody the spirit of forward-thinking excellence. This collaboration wasn’t just a brand-artist partnership; it was a meeting of two global giants, each leading in their respective fields. Samsung dominates the tech world with its consistent innovation and quality, while BTS continues to shape global pop culture, break language barriers, and lead social change through music and philanthropy.

In many ways, the Galaxy S21 campaign with BTS reflects a shift in how tech brands engage with consumers. Today’s consumers, particularly Gen Z and millennials, are drawn not just to the product, but to the story, the emotion, and the values behind it. By aligning with BTS, Samsung effectively tapped into a global emotional current, hope, togetherness, resilience, and embedded those values into its product narrative.

The partnership is also a testament to BTS’s power as global influencers. Their endorsement doesn’t just attract attention, it builds trust and emotional resonance. Fans who saw BTS using and introducing the Galaxy S21 felt a personal connection to the product. This emotional marketing strategy proved incredibly effective, especially in a world that has become increasingly virtual.

Moreover, the campaign had strong commercial implications. Within days of the announcement, pre-orders for the Galaxy S21 series surged in several markets, particularly in South Korea and Southeast Asia, where BTS’s influence is especially strong. Reports indicated that Samsung experienced one of its most successful Galaxy phone launches in recent years, thanks in part to the BTS collaboration.

Beyond sales, the campaign helped reinforce Samsung’s image as a youthful, vibrant, and globally attuned brand. By collaborating with BTS, Samsung not only targeted young audiences but also positioned itself at the heart of pop culture. The campaign bridged technology and lifestyle, showing that the Galaxy S21 isn’t just a phone, it’s an extension of personal identity, creativity, and connection.

The Galaxy S21 series itself represented a bold step forward in smartphone technology. With features like the Exynos 2100/Snapdragon 888 processors, adaptive refresh rate displays, improved camera systems with AI enhancements, and the removal of the charger for environmental reasons, the series showcased Samsung’s commitment to the future. With BTS leading the campaign, that future felt personal, exciting, and filled with possibilities.

In conclusion, the unveiling of the Galaxy S21 series with BTS was more than a marketing success, it was a cultural event. It demonstrated the power of collaboration, the fusion of technology and art, and the importance of shared values in today’s global market. BTS brought their charisma, influence, and positivity to the campaign, while Samsung provided the innovation and platform to elevate their message. Together, they reminded millions that even in uncertain times, creativity and connection remain within reach, and sometimes, all it takes is a powerful device and the right message to light up the world.

Global Mega group BTS was featured throughout the online event in demonstrations of the new phones as well as Samsung’s new wireless earbuds, Galaxy Buds Pro.

The Grammy Nominated band has played a major role in Samsung’s new product launches, with the company releasing a BTS edition of its Galaxy S20+ smartphone last year.

Samsung’s standard Galaxy S21 will go on sale in South Korea with a price tag of 999,900 won (US$910). Source