A founding sponsor of KCON, Verizon has enlisted TDW+Co for four years running to manage its presence in the largest K-pop (Korean pop culture) convention in North America. With the rising popularity of K-pop and All Things Hallyu, KCON, based in Los Angeles, now has mass appeal–and Verizon wanted to be there as a fundamental part of the movement. Each year, Verizon has expanded its presence at KCON. Past campaigns have included private meet-and-greets with K-pop idols, augmented reality (AR) trading cards at Verizon retail stores, digital scavenger hunts throughout the convention grounds, and more. In 2014, TDW+Co developed the “Wish for More Sweepstakes,” in which customers used photo entries and social media to vie for a change to win technology and an all-expenses paid trip for two to KCON. The campaign integrated Instagram and Verizon retail stores, culminating in Verizon’s interactive presence at the event. In 2015, TDW+Co managed Verizon’s activation at the first-ever New York-area KCON, making the event one with true national reach.