College-exam D-100, brands rush in to cheer on the test-takers

RISING · momentum 74 · since 2026-08-11

On August 11, Korea's 2027 college entrance exam hit the 100-day mark, and EBS, the group RIIZE and Jungkwanjang lined up cheer-on-the-students activations in the same week. Instead of discounts, they're opening the relationship 100 days out with idol pep videos and free goods.

Editor's note

Sincere support outlasts a discount line. You don't have to sell to students for the start-100-days-out hook to work, so put a countdown cheer piece in front of any customer with a big event coming.

How to do it

1. Mark a symbolic date like a D-100 for the event you're targeting first
2. Design activations that read as giving with no strings, like cheers, snacks or goods instead of discounts
3. Center one piece a fandom will spread for you, like an idol or creator pep video