Stray Kids take over Tokyo taxis, from wraps to in-app bookings

8 member-wrapped vehicles run through Dec. 6; local driver says passengers lit up at the sight

K-pop group Stray Kids has partnered with Tokyo taxi-hailing app S.RIDE to launch a collaborative taxi campaign in the Japanese capital. The initiative connects member-branded vehicle wraps, in-cab video content and app-based bookings to broaden the group's reach among local fans.

A Stray Kids digital advertisement plays inside a taxi in Japan. [Kim Se-jin]

A Herald Japan reporter who rode one of the campaign vehicles heard firsthand how passengers were responding. When asked about riders' reactions, the driver said passengers had expressed delight upon boarding, recognizing the group immediately.

S.RIDE, News Technology, Kokusai Motorcars and Daiwa Motor Transportation launched the campaign Monday. The collaboration is timed to coincide with Stray Kids' world tour "RUN IT JAPAN" and the Nov. 25 release of the group's fourth Japanese mini-album, "SUIATSU."

Eight wrapped taxis — each featuring the image of one of the group's eight members — will operate through Dec. 6 across Tokyo's 23 wards as well as the Musashino and Mitaka areas. From Monday through Sunday, an additional 100 special vehicles offering video content will also be in service.

The rear-seat tablet advertising platform "GROWTH" will display campaign ads on select dates during the promotion period. The special vehicles will also screen music videos.

Riders can track and hail the campaign vehicles through the S.RIDE app. Users cannot request a specific member's vehicle; instead, the nearest available campaign taxi is dispatched. Passengers who book and board a campaign vehicle through the app will receive a limited-edition commemorative card.

A Stray Kids campaign advertisement is displayed on the rear-seat tablet of a taxi. [Kim Se-jin]

The campaign illustrates how marketing around Korean idol acts in Japan is expanding well beyond television commercials into taxi wraps, in-vehicle digital advertising and app-based online-to-offline experiences. The initiative is structured as a single connected journey: fans spot a wrapped vehicle on the street, hail it through the app and encounter content during the ride.

sjkim@heraldcorp.com