Taking advantage of the fact that Facebook had simultaneously launched an emoji-inspired innovation – the Facebook Reactions – Pepsi Puerto Rico turned this new feature into a way users could give a feeling to Tommy Torres next hit. The artist released a Facebook video asking the entire country to choose which emotion they wanted to experience through his next song.

The artist, Tommy Torres, first launched a video inviting his followers to help him write his next song. Sitting in his studio, he sang and played snippets of different versions of the same song but with different emotions, assigning each one to a specific Facebook Reaction. He then asked his audience to react based on the one they liked best. He then developed the winning version into a full song, released it commercially and added it to his live concert tour set list.

The video surpassed a million views in just a few days, a record number for the artist. Torres then released the selected version of the song on the radio and on every digital music platform, where it quickly climbed up the charts, accumulating millions of plays and catching the media’s attention. Most importantly, it became the final song, usually what his hardcore fans look forward to the most, during his latest world tour.