Tracking Bad Bunny
Rimas Music
NAZA\TBWA
Overview
Turning 15 real locations across Puerto Rico into portals to the music.
The Challenge
This wasn’t just a new Bad Bunny album. It was a love letter to Puerto Rico. So the launch had to do more than build hype, it had to make fans discover the island behind the music.
The Solution
We hid GPS clues in Spotify that sent fans searching across Puerto Rico. Every coordinate unlocked a piece of the album’s universe, turning maps, murals and local landmarks into the first way fans experienced the music.
The Results
182M
Fans reached across 61 countries
266M
Social media impressions
$40M+
Earned media value
