‘Flower Boy Band’, the Future of Drama Marketing
TvN’s drama Shut Up: Flower Boy Band is rising as a role model of the drama profit model. Flower Boy Band is currently on a smooth course toward success after its first episode aired on January 30, recording viewership ratings over 1 percent.
The webtoon based on the drama, that was released two weeks before the drama started to air, has also become a big success online, handing the drama two successes on two fronts at once.
There have been dramas based on webtoons, but Flower Boy Band was the first to produce and design a webtoon at the same time as the drama. The webtoon is proving to be as big an issue as the drama, as a few fans are considering the webtoon to be the original story behind the drama.
After the webtoon was first uploaded, it received hundreds of comments, and after the drama first started airing, the webtoon is gathering more fans by giving them the enjoyment of comparing the webtoon with the drama.
About the explosive interest, an official from tvN stated, “Cool Guys, Hot Ramen, that aired in 2011 with leads Jung Il Woo and Lee Chung Ah, was launched as a webtoon in January and scored 6 million views in just two weeks. We’re planning to release the ‘Flower Boy Series’ every school vacation season in many different versions such as bands and cooks, and because it’s gaining a lot of support from teenagers and people in their 20s, we came to produce [the series] as a webtoon also. It’s turning out to be a win-win strategy, because the webtoon advertises the drama and also earns profit.”
A rep from Oh Boy Project, the subcontract production company of Cool Guys, Hot Ramen and Flower Boy Band, said, “We can tell the stories behind the drama and what happened after the drama ended through the webtoons. Cool Guys, Hot Ramen Plus, which is the webtoon version of Cool Guys, Hot Ramen, doesn’t center on the characters that were played by Jung Il Woo and Lee Chung Ah but their friends, Hyun Woo and Ba Wool. Fans of the original drama are showing an interest in the story being told in the webtoon, so we’re planning to repay them with a dinner event with the main actors.”
The ‘Dinner Date Event with Baul and Hyun Woo’ has been receiving applications, and will continue to do so until February 5. Social network services being used to accept applications are already being swamped. The four fans who win will be able to join the main leads of Cool Guys, Hot Ramen in a dinner date and many other events.
Check out the webtoon for Flower Boy Band here and the toon for Cool Guys, Hot Ramen here!
Photo credit: Oh Boy Project