Creative Or Failure? SM Entertainment's Latest Social Media Strategy For SHINee's Comeback

SM Entertainment‘s latest social media strategy for SHINee‘s comeback has mixed reactions.

SHINee recently announced their comeback with their 8th album HARD.

SHINee 샤이니 The 8th Album 〖HARD〗

➫ 2023.06.26 KST#SHINee #샤이니 #HARD #SHINee_HARD pic.twitter.com/wKWtDtKrvB

— SHINee (@SHINee) May 31, 2023

SHINee’s Instagram is now filled with promotions for the comeback. But some of the recent posts are warranting mixed reactions from Shawols.

Firstly, when you look at SHINee’s feed, it reads the URL “THESHINE.COM.” Yet, when you try to go to this website, it’s an available domain.

Looking again at SHINee’s Instagram feed, you might realize that it’s actually a fill-in-the-blank. Underneath the URL is an alphabet code. The first clue is that the second letter in the URL is “R.” Some have pointed out that with the clues and codes, it’s like we’re revisiting the “Sherlock” era.

A couple of Shawols have already started using their detective skills. So, they have guessed a few possible URLs…

Sure enough, going to “bringtheshine.com” leads you to an interactive maze inspired by SHINee.

Each member has a respective URL that leads to a different poster too. So, Onew is “tracetheshine.com,” Jonghyun is “drinktheshine.com,” Key is “freaktheshine.com,” Minho is “drivetheshine.com,” and Taemin is “printtheshine.com”

However, unless you’re careful, you can be directed to websites for non-related SHINee products, such as alcohol or a print shop.

While some Shawols have solved the code, others can’t get past the questionable appearance of the code key. For many, they resemble sex toys, not diamonds.