Ultra Milk x Stray Kids #ULTRAoddinary
Client
Service
Industry
A K-pop collaboration that elevated fandom into a culture-driven brand movement.
Agency
Scope of Work
- Campaign Strategy
- Community Management
- Omnichannel Marketing
#ULTRAoddinary went beyond a typical brand-artist collaboration by tapping into K-pop culture through technology, gamification, and community.
Challenge
Ultra Milk had to evolve beyond functional messaging and earn a place in Gen Z’s cultural conversations.
Gen Z connects with brands that feel meaningful and reflect who they are. They’re drawn to products that fit their lifestyle and help them express themselves. However, for many of them, milk wasn’t something they saw as trendy or part of their identity. This set a challenge for Ultra Milk to reintroduce the product in a way that felt aligned with how Gen Z connects today and position it closer to youth-centric lifestyle drinks.
We chose to co-create with Gen Z through the cultural language they connect to most: K-pop and fandom communities.
Gen Z lives in a world shaped by K-pop, where fandoms become a space for identity, creativity, and self-expression. They don’t just consume content but actively create and shape the culture around them. Seeing how meaningful this space is, Ultra Milk tapped into K-pop and fandom culture as a natural way to connect. This approach let young people express what makes them unique while bringing Ultra Milk closer to their lifestyle.
Collaborating with Stray Kids, we launched #ULTRAoddinary to invite Gen Z to embrace their uniqueness
Stray Kids became the natural choice because their bold, expressive identity reflects what Gen Z values. Their “Stay Oddinary” (odd + ordinary) message aligns perfectly with Ultra Milk’s goal of embracing your unique self. From this shared spirit, #ULTRAoddinary was born, a social-first, fan-powered movement that turned milk into an invitation to express their unique self-expression. At its core, #ULTRAoddinary delivered a powerful message: embrace what makes you different.
The execution unfolded in phases to build curiosity and sustain engagement across digital and offline touchpoints.
We started by building an emotional connection with Gen Z. Ultra Milk showed up where they spent their time, from high-traffic city spots and commuter spaces to TV, OTT platforms, cinemas, and social media. At the center of this phase was the Icownic Community on Discord, where fans could gather, interact, and compete through exclusive content, challenges, and a points system tied to blockchain-based rewards.
Approach
Augmented Reality (AR) photocards and a gamified experience brought the campaign’s excitement to the next stage.
After the hype was built, we introduced an interactive experience through AR-enabled photocards. Unlike typical collectibles, these cards became something fans could explore. Released in two waves to sustain excitement, each card unlocked AR moments with behind-the-scenes content and directed fans straight into the Icownic Community. Users who scanned their cards and completed challenges on the Icownic leaderboard earned exclusive rewards.
Beyond screens, the excitement moved into the heart of K-pop culture through community-driven activities.
From encouraging Poca Date content to hosting noraebang sessions across key cities and supporting local fan meetups, the brand created spaces where fans could gather, connect, and celebrate together. These moments helped Ultra Milk blend naturally into fandom culture and become part of their everyday experiences.
Result
#ULTRAoddinary broke the typical K-pop playbook by turning fan buzz into an ongoing cultural connection.
Ultra Milk achieved more than a short-lived K-pop spike. The campaign showed that fandom marketing doesn’t have to be fleeting. Through technology, gamification, and community-driven experiences, the brand found a genuine place within K-pop culture. This allowed Ultra Milk to build stronger and more lasting relevance among Gen Z.
During the campaign period in April 2025, the campaign delivered measurable impact, including:
+15K
AR Scans
+7K
Leaderboard participants
25%
Increase in sales