When launching 99 to Beat with Ken Jeong and Erin Andrews, we looked for a timely, culturally relevant way to amplify awareness. With Ken Jeong also starring in the hit film K-Pop Demon Hunters, we leveraged that momentum by using AI to create a playful spin-off concept, Ken Pop Dollar Hunters, designed to tie directly into the 99 to Beat launch and extend the campaign through a fun, unexpected crossover.
We brought the project to life by treating it as a cultural opportunity tied directly to launch timing. With Ken Jeong promoting both 99 to Beat and K-Pop Demon Hunters, we created Ken Pop Dollar Hunters, a playful crossover designed to harness that momentum and extend awareness beyond standard promos. We identified the tonal overlap between the two properties, fast humor, stylized energy, and character-driven moments using that as our foundation. From there, we built the concept through AI-driven ideation. AI allowed us to quickly explore visual directions, refine the aesthetic, and land on a look that intentionally exaggerated the K-Pop Demon Hunters world while staying aligned with 99 to Beat’s personality. We then shaped the content into modular assets optimized for short-form platforms. The result was a compact, shareable “mini-universe” around Ken that funneled attention back to the 99 to Beat premiere. Our biggest challenge was balancing boldness with clarity. The stylized AI visuals helped signal the playful intent while keeping the crossover grounded. What made this work unique was using AI not as a gimmick, but as a fast, strategic way to expand a launch campaign through a culturally relevant creative hook.
The results met our objectives because the crossover concept did exactly what it needed to do: it expanded awareness for 99 to Beat by tapping into an active cultural moment. By leveraging Ken Jeong’s simultaneous presence in K-Pop Demon Hunters, we created a secondary entry point for audiences who might not have engaged with traditional promos. The AI-driven creative gave us eye-catching visuals that performed well on short-form platforms, increasing shareability and accelerating organic reach. We consider the effort a success because it extended the campaign’s footprint without additional production resources, delivered a distinctive narrative hook, and generated meaningful engagement around the premiere window. It allowed us to position the show within a larger cultural conversation, broaden the audience touchpoints, and create content that felt fresher and more socially native than standard key art alone. In a crowded launch environment, the crossover gave 99 to Beat a unique angle, one that resonated, traveled, and supported the broader marketing strategy efficiently and creatively.