Group NCT WISH is raising anticipation for their 4th mini-album ‘I SPY’ with eye-catching comeback promotions.
NCT WISH will release their fourth mini-album ‘I SPY’ at 6 PM on the 12th, marking a comeback six months after their first full-length album ‘Ode to Love’ released in April.
This new album features a total of six tracks with diverse charms, including the title track of the same name, ‘I SPY’. Through this new release, NCT WISH showcases members who have grown further after encountering various emotions.
Known for radiating an overwhelming ‘Gen Z vibe’ among 5th-generation idols, NCT WISH is drawing attention by attempting various promotional activities for this comeback, creating events that fans can enjoy together.
Welcome to WISH LAND
First, the group launched ‘WISH LAND’, encompassing the concept and overall promotions of the album, creating a space where members act as managers of this world to communicate directly with fans. Fans can directly access ‘WISH LAND’ and experience ‘I SPY’.
Specifically, NCT WISH divided their promotions into online and offline channels, allowing fans to feel connected to the members anywhere in both the real and digital worlds.
Through a Discord server, they shared customized chats and memes resembling real member conversations, as well as behind-the-scenes photos reminiscent of teaser images, enabling fans to explore and immerse themselves in ‘I SPY’.
Additionally, they introduced a name chemistry website allowing fans to test name compatibility with members, alongside phone call promotions that delivered a realistic contact experience to deeply engross fans in the album.
They also launched an official account on the global Gen Z platform Pinterest, enabling fans to not just view ‘I SPY’ content, but actively participate in the comeback preparation process alongside the NCT WISH members.
Anywhere with I SPY
The offline promotions were just as impressive as the online ones, surprising their fandom, Czennies. The comeback was initially teased through wrapping buses and bus stop advertisements featuring catchy phrases like ‘Oh? Our eyes met’ and ‘Our eyes met, so today is Day 1.’
Furthermore, these promotional buses were strategically deployed along major bus routes passing through Korea University’s Hwajeong Gymnasium, the venue for their comeback showcase, rather than random routes in Seoul.
Having captured fans’ hearts online, NCT WISH held a comeback showcase at Korea University’s Hwajeong Gymnasium in Seoul on the 10th and 11th, meeting fans in person to perform ‘I SPY’ for the first time. The online connection seamlessly culminated into the showcase, completing a comprehensive ‘I SPY’ experience everywhere.
Enjoying Comeback Content Together
Rather than simply consuming content, fans enjoyed, participated, and shared, expanding the touchpoints between NCT WISH and their supporters. At the center of this was the massive digital world of ‘WISH LAND’, which expanded offline into the showcase venue to complete a unique comeback promotion.
The expansive ‘WISH LAND’ of NCT WISH does not end here. From October 14 to 24, NCT WISH will host the 4th mini-album ‘I SPY’ release commemoration pop-up ‘WISH LAND’ at Trend Pod by Olive Young N Seongsu in Seongdong-gu, Seoul.
This pop-up features large-scale exterior building wraps utilizing the new album’s visuals to catch passersby’s attention, along with diverse photo zones and special merchandise inside to drive enthusiastic fan participation.
