Maybank turns its debit card into BTS merch

Maybank, with courtesy from Visa, is turning BTS fandom into a spending play, linking a limited-edition debit card featuring the K-pop group to a chance to win tickets to its upcoming Kuala Lumpur show.

The Maybank Visa | BTS WORLD TOUR 'ARIRANG' debit card went on sale at 12 branches across Malaysia on 23 September, with cardholders automatically receiving one entry into a draw for a pair of tickets to the concert.

"Maybank was presented with an opportunity through Visa's exclusive BTS World Tour 'ARIRANG' partnership, under which Maybank secured exclusive rights to issue the Maybank Visa | BTS WORLD TOUR ‘ARIRANG’ Debit Card in Malaysia," a brand representative told A+M. 

"The collaboration aligns with our objective of making banking more relevant and engaging, particularly for younger and digitally-savvy customers, while encouraging greater adoption and active use of our debit cards."

The ticket mechanic extends beyond the limited-edition card. Existing Maybank Visa debit cardholders earn one entry for every cumulative RM400 spent on eligible retail transactions, up to ten entries per cardholder.

The campaign runs from 23 September to 1 November, ahead of BTS' two-night concert at Kuala Lumpur's National Stadium in Bukit Jalil on 12 and 13 December.

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Upon launch, BTS fans, also known as ARMY, have shown up in droves to participating Maybank branches. The bank had limited supply on purpose, with issuance capped at 60 cards per branch per day, on a first-come, first-served basis. 

To ease the pressure, existing customers can request the card online through Maybank2u from 28 September, with a RM12 replacement fee. Maybank's page warns that delivery could take longer than 30 days if demand exceeds capacity.

"The response since launch has been very encouraging and reflects the strong enthusiasm from customers and BTS fans alike," the Maybank representative said to A+M. "As the campaign is still ongoing, it is premature to share specific performance metrics. We will continue to evaluate customer engagement, card acquisition and usage outcomes, and these insights will naturally inform future partnership opportunities and customer propositions."

The BTS card is part of a wider Visa programme. As the worldwide tour sponsor for BTS’ World Tour Arirang, which covers 82 shows in 34 cities across five continents, Visa has been partnering with card issuers around the globe on limited-edition debit cards. Each country gets its own design, and in Malaysia the collaboration is with Maybank. 

The card comes ahead of BTS' two-night stand at the National Stadium in Bukit Jalil on 12 and 13 December. 

BTS' value to marketers has long lain in an active and participative fanbase. Brands have been building campaigns around that ahead of the group's ARIRANG world tour.

In May, OREO launched a limited-edition, hotteok-inspired cookie across more than 80 markets, co-created with the band and paired with a digital activation inviting fans to write letters to BTS. Nike, meanwhile, has combined tour merchandise with a "Nike by you" customisation experience. 

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