CJ OnStyle is targeting the baseball fandom with a "sales-free live broadcast" to mark the KBO League season opener.
CJ OnStyle said on the 26th it will premiere "KBO at home" at 1 p.m. on the 28th, where viewers watch the opener together with TV personality Yoo Byung-jae.
KBO at home is a participatory commentary format that means "KBO watched at home." "Jjoong" is a CJ OnStyle cheering campaign keyword inspired by rotating the KBO logo. This live show reflects a strategy to draw in the fandom with original content without product sales and then expand into commerce.
Yoo Byung-jae will host. Yoo plans to strengthen real-time interaction by applying the "no-out-loud baseball broadcast" concept he showcased on his YouTube channel. The program will be simulcast on the CJ OnStyle mobile app and Tving.
The broadcast will run in two parts from 1 p.m. to 3 p.m. In part one, fans of the 10 clubs will take part in interactive segments such as predicting the champion, testing fan devotion, an early reveal of KBO collaboration merchandise, and forecasting merchandise hits. In part two, viewers will watch the actual opener together and continue chat-based interaction.
Starting with this program, CJ OnStyle plans to expand experiences that connect fandom and commerce throughout the KBO season. Under the concept "wishing for a championship in everyday life," merchandise for the 10 clubs made in collaboration with the KBO will launch on the CJ OnStyle mobile app on the 9th of next month. The lineup consists of 12 items, including a large picnic mat, a lightweight umbrella for sun and rain, a bandana scarf, a towel key ring, and a hand towel.
From the first broadcast day through the 8th of next month, customers who sign up for a "KBO at home" advance alert will receive three free-shipping coupons usable on merchandise purchases. The next broadcast will take place on the 13th of next month, when a KBO cheer song produced with fans and Yoo Byung-jae will also be released.