What do the terms “END TXT” and “HATE TXT” have in common? They just might be a genius marketing strategy for the group’s highly anticipated comeback.
While Taehyun has been ready to spill all the details and Beomgyu has steadily been handing out hints, TXT is officially kicking off their comeback for their mini-album, minisode 2: Thursday’s Child with an entire “spoiler week.”
— BIGHIT MUSIC (@BIGHIT_MUSIC) April 14, 2022
They started by releasing the new comeback logo…
— BIGHIT MUSIC (@BIGHIT_MUSIC) April 13, 2022
…which has been a key indicator of the group’s growth over the years.
TXT’s logo through the eras pic.twitter.com/GVYNUlgB7A
— krysten ✘ (@TXTUNOFFlClAL) April 13, 2022
While all of this has been exciting for fans, a key detail is making the rounds. The mini-album will have three versions, all with interesting names: “HATE”, “END”, and “MESS.”
The unconventional names even trended on Twitter…
…prompting some non-fans, to wonder what was happening.
Non-MOAs are already wondering why HATE TXT and END TXT is trending 😭
— thursday's ✘ 𝘤𝘩𝘦𝘸𝘺🐾📚 (@chewbycheww) April 14, 2022
Generally, a trending term such as “hate” might lead people to believe it comes from a negative association.
Fans think, that’s exactly the point. In fact, it could be used in their favor as a type of “clickbait.”
can be a nice clickbait like we trend “TXT MESS” “TXT HATE” “TXT END” cause who wouldn’t click on those seeing it trending
— krysten ✘ (@TXTUNOFFlClAL) April 14, 2022
Anti-fans might even use such terms and accidentally do something good for a group they claim to dislike through unintentional promotion. Regardless, the group would receive more attention due to these eye-catching terms.
antis see 'txt hate' 'txt mess' 'txt end' trending > thinking they are joining the hate train > accidentally help us in promoting txt
— priyal✘ (@codetyun) April 14, 2022
And, if someone does search “TXT MESS” or “TXT END,” the album versions will pop up.
IF PEOPLE SEARCHED FOR TXT MESS, TXT HATE, and TXT END, THESE ALBUMS WILL SHOW UP😎 pic.twitter.com/NnqOsSycS0
— cali ✘ (@luvvstubatu) April 14, 2022
It’s kind of genius.