Instead of another campaign that explains the possibilities of artificial intelligence through a list of features, Google decided to show what Gemini can do when it is used by one of the world’s largest fan communities. To get started, users simply need to open the app and type Unlock BTS or simply 7777.
This unlocks four experiences within the Gemini app developed in collaboration with BTS, available globally for a limited time and in select languages. Their common denominator is not productivity, but the things that bring fans online every day: music, the members’ interests, language and information about their activities.
One of the formats reveals real prompts that RM, JIN, SUGA, j-hope, JIMIN, V and Jung Kook use in Gemini. Fans can see how RM explores culture while travelling or how Jung Kook uses the app in connection with his interest in motorcycles, and then develop the same ideas further through their own conversations with the AI assistant.
The musical part of the experience has been turned into a game called Guess the BTS song. Gemini selects songs based on a particular mood, then turns them into a series of customised emoji clues connected to the atmosphere and lyrics, leaving users to guess which song it is.
At the same time, the app also becomes a kind of BTS information hub. It provides users with a daily overview of current news from the previous 48 to 72 hours, as well as a schedule of activities for the next two weeks, adjusted to their local time zone.
The fourth experience, Learn Korean with BTS, focuses on practical expressions that can be used in fan letters, comments and everyday conversations. The phrases are accompanied by audio pronunciation guides and interactive exercises for practising speaking and writing.
The launch is also accompanied by the film BTS & Gemini | It starts with you, in which all seven members of the group appear in everyday situations. Travel, new hobbies and language and cultural differences serve as starting points for showing how they use Gemini, built around the idea that creativity begins with the question a user decides to ask.
Instead of keeping BTS as the face of a campaign built around an existing product, the collaboration enters the product itself. Their interests, music and relationship with fans become a way for users to discover Gemini’s different capabilities. For ARMY, the way into all of it begins with just four numbers: 7777.
