The reason for searching “Looking for the QR code~”: The dopamine strategy of the “Watch Tida First” event
As someone who has worked in advertising planning for over 30 years, I often think, "Advertisements these days are truly different." The video I will discuss today, "Tida Buteobowa | The Secret of Manager Sonkeuji's Hand! Find the QR!~," is a prime example of this change.
If you look at the YouTube comments, almost everyone mentions one thing:
"The Lucky Roulette Event!"
The moment an advertisement is remembered for the event rather than the product, the planner smiles.
The reason people search for "Find the QR!~": The Dopamine Strategy of the Tida Buteobowa Event
## The Real Reason People Search for "Tida Buteobowa QR"
The search intentions of those who watched this ad fall into three main categories:
First, **to find out how to participate in the Lucky Roulette**
Second, **to rewatch the video because Lee Su-ji (Manager Sonkeuji)'s video was entertaining**
Third, **to check the QR location and prize information**
It is clear just by looking at the comments. “The heart-pounding moment of spinning the roulette,”
“Dopamine rush,”
“I want to test my luck today.”
Advertisements do not explain the product. Instead, they provide the emotion of a ‘luck test.’ People are not simply looking for discount information; they are searching for **excitement and anticipation**.
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## “Lucky Roulette Event” – The Textbook of Participatory Advertising
From the perspective of an advertising planner, this is a highly calculated structure.
Traditional telecom advertisements list benefits.
However, this campaign is different.
It has designed a **participatory game structure**.
A structure where you find the QR code → spin the roulette → wait for the result.
This process itself is the content.
Among the comments, there is one that says, “It is more interesting because the process is alive, rather than just a simple entry.”
This is the key. People consume the **participatory experience** rather than the result.
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## Store Manager Son-keuji: The Character Takes the Place of the Brand
The character "Store Manager Son-keuji," played by Lee Su-ji, is another key element of the advertisement.
Every detail—from her exaggerated tone and snorts to her manner of speaking—is consumed like a meme.
This explains why comments like "I burst out laughing at the snort" appear.
What I have learned over 30 years in advertising is that
**the more a brand explains, the further consumers drift away**.
However, when a character speaks on their behalf, people listen with a smile.
This advertisement does not explain the SKT T Direct Shop; instead, it showcases Store Manager Son-keuji.
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## Analyzing the Concerns of Search Customers
"Which event is the best?"
"Is the 12% discount voucher more practical?"
"Does this apply to the Samsung Appreciation Festival as well?"
Search users do not search simply for fun.
They have actual purchase plans.
- Timing to change your phone
- Planning to repurchase accessories
- Planning to replace your parents' devices
Advertising provides ‘entertainment,’ but searching is done for the sake of ‘rational choices.’
From an SEO perspective, the important keywords are as follows:
- How to participate in the T Direct Shop Lucky Roulette
- Location of the T-Da Start QR code
- T Direct Shop 12% discount event
- Samsung Appreciation Festival benefits
- How to participate in the SKT event
These keywords represent the actual search flow.
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## Why Did Dopamine Marketing Work?
Most of the comments are along the lines of “It makes my heart flutter,” “My heart races,” and “My dopamine is about to explode.”
Advertising doesn’t explain the benefits; instead, it **presses the emotional button.**
Consumers these days want to be rational while simultaneously seeking immediate stimulation.
Roulette is the most primal game structure.
From an advertising perspective, this isn’t a promotion; it is **emotional design.**
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## An Advertising Expert's Conclusion
Watching this ad, I summarized it as follows:
“The product is SKT, the memory is Roulette.”
The brand spoke of the benefits, and the consumers remembered the fun.
What I learned from 30 years in the advertising field is that people remember **pleasant experiences** longer than information.
The moment you search for “Start with Tida,” this ad is already a success.
The desire to spin the wheel of luck—that is the very essence of this campaign.
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[Check out the official YouTube video]
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