Singtel amps up BLACKPINK mania with month-long fan playground

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Singtel is turning concert week into a month-long celebration for fans, creators and tourists with "The concert pass", a pop-up playground designed to extend the BLACKPINK experience beyond the stage. Running from 24 November to 24 December, the activation blends lifestyle, connectivity and culture in an immersive, content-friendly space that encourages fans to create and share memories.

In conversation with MARKETING-INTERACTIVE, Shilpa Aggarwal, VP, mobile, customer solutions at Singtel Singapore, described the activation as “a space where fans can express themselves, create content, and celebrate community.

Customers picking up a Singtel tourist SIM are guaranteed top-tier connectivity from the moment they land, allowing them to instantly share travel moments. On arrival, they’re greeted with exclusive fan freebies and immersive photobooths, creating memories even before the concert begins.”

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Singtel worked with Dollop and Butler Experiences to bring the activation to life. Aggarwal said, “Dollop created ultra-aesthetic photobooths, including a rotating camera in a car, while Butler managed on-ground operations. Together, we built a space fans actually want to spend time in.”

The activation aligns with Singtel’s broader strategy to elevate fan engagement during major events. Aggarwal explained that concerts represent peak cultural moments, and with the company’s network already supporting high-demand shows such as Coldplay and the Singapore F1 Grand Prix, Singtel wanted to offer fans more than just connectivity.

"The concert pass" aims to extend the concert experience beyond the venue, providing a 5G+-powered content playground while positioning Singtel as the go-to tourist SIM, even though the brand is not an official tour sponsor.

Fans can enjoy DIY stations, collectables, and premium photostrips designed to generate shareable content and lasting memories. The activation is open to both tourists and local fans: Singtel Postpaid 5G+ Priority customers can redeem freebies at Kallang Leisure Park, while a SG$5, 48-hour priority pass via the MySingtel app offers priority access to others.

Looking ahead, Aggarwal said Singtel plans to replicate this experiential approach for future concerts, festivals and cultural moments, focusing on enriching fan journeys and creating memorable experiences wherever the energy is highest.

“Concerts are cultural moments when the city lights up, and we wanted our customers to feel that excitement from touchdown to encore. 'The concert pass' brings together our 5G+ speeds, creator-ready spaces and fan-first perks to elevate the entire journey — not just the show. It’s a demonstration of customer centricity in action, enriching the Singapore experience for tourists and deepening fandom culture for locals,” she added.

The "Concert pass" is part of Singtel’s broader push to enhance experiences for visitors and fans. Earlier in June, the brand unveiled a 5G+ tourist SIM that flips the traditional prepaid checklist on its head. Instead of just buying a SIM on arrival, travellers can now unlock augmented reality (AR) experiences that turn sightseeing in Singapore into an interactive, gamified adventure.

Once activated, the SIM grants access to an “AR passport”, a digital travel companion guiding users through ten must-visit spots, including Merlion Park, Sentosa and Mandai Zoo, with AR maps, trivia, games, and even rewards.

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