An album launch with no tracklist, just a map.
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.
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.
182M
Fans reached across 61 countries
266M
Social media impressions
$40M+
Earned media value