The Challenge
Bad Bunny, Puerto Rico’s global pop phenomenon, faced the challenge of launching his highly anticipated album, "Debí Tirar Más Fotos", in a culturally meaningful and innovative way. As one of the world’s most-streamed artists, expectations were sky-high—but traditional promotional methods wouldn’t suffice. Bad Bunny wanted more than just attention; his goal was to celebrate Puerto Rico’s rich cultural heritage—bomba, plena, bolero, salsa, reggaeton—and introduce millions worldwide to the island’s unique history and identity. The campaign needed to resonate deeply with a digitally savvy, hyper-engaged fanbase known for dissecting and amplifying subtle messages and hidden meanings. Our challenge: transform the pre-launch teaser into a global cultural event that would drive engagement, spark online conversations, and spotlight Puerto Rico on the world stage, setting the tone for the album’s themes.
The Solution
Instead of a traditional album teaser, Bad Bunny made his fans active participants in the unveiling—creating an immersive experience rooted in the place that inspired the music: his homeland of Puerto Rico. In collaboration with Spotify and Google Maps, the campaign strategically hid the album’s track names across 15 iconic Puerto Rican locations, accessible only through GPS coordinates. Fans around the world used these coordinates to virtually explore Puerto Rico via Google Street View, uncovering song titles cleverly embedded within everyday island settings. This innovative, fan-driven reveal harnessed Bad Bunny’s audience’s natural curiosity and enthusiasm, transforming them from passive listeners into active cultural explorers. The campaign sparked massive global participation and organic social buzz, reaching 182 million fans across 61 countries and generating over 30 million pre-launch interactions. The creative approach not only exceeded engagement and awareness objectives but also led to the most pre-saved album in Bad Bunny’s Spotify history and a #1 debut on the Billboard charts.
