KT is launching a participatory campaign to mark the 10th anniversary of its Y brand for customers in their 20s, in which popular YouTube creators and customers will make content together.

KT said on Wednesday it will work with YouTube on a campaign in which creators and customers film content together and appear on each creator's YouTube channel.

The campaign was set up to mark the Y brand's 10th anniversary and expand YouTube content favoured by Generation Z into a customer-participation experience. The programme includes an uninhabited-island survival trip with KwakTube, a volleyball class with "Bread Sister" Kim Yeon-koung (김연경), a 10 km completion challenge with "With Sean," and an eating-showdown with Tzuyang.

A total of 25 participants will join the programmes with creators and take part in content filming. The finished content is set to be released through each creator's official YouTube channel. Applications will be accepted through the Y brand website until Sept. 27. Applicants can select a creator and submit their story, and those attaching a "shorts" video reflecting their personality will receive extra points.

Kim Young-gul (김영걸), an executive director and head of the Customer Business Headquarters at KT's Customer Division, said, "To mark the 10th anniversary of the Y brand, we prepared a special experience where customers can take part in activities and create content together with creators they like." He added, "We will continue to expand communication with young customers through differentiated experiences unique to Y."