This work is relevant for entertainment since it was created to launch Bad Bunny's concert announcement in Puerto Rico. Not only did it entertain during the concert, the published content also captivated the fan's attention before, during and after the concert though social media.

Situation - Our agency had to create a strategy to launch Bad Bunny's concert in Puerto Rico held at the Coliseo de Puerto Rico on March 2019.

Brief - To announce his much-awaited concert in Puerto Rico, we created a nostalgia driven campaign with a massive digital media and experiential approach.

Objectives - Drive awareness towards Bad Bunny’s movement: The New Religion. A movement that represents Bad Bunny’s brand. From its album cover to his online brand activations.

Beyond promoting his first homecoming show in Puerto Rico, we wanted to spread his movement, The New Religion, before and during the event by implementing offline activations and online content under the creative concept that speaks to his devoted fans; a celebration of 90's nostalgia and self-expression from beginning to end.

The strategy was to establish new ways of promoting an event and creating concert experiences at the Coliseo de Puerto Rico by implementing a strategic use of online media and new standards in the music industry, from concert announcement, brand activations, ticket purchase, consumer interactions, production and exit.

The target audience was Bad Bunny's fans, specifically, Puerto Rican students and individuals between 16-30 years of age. Nevertheless, consumers were below and above of that range!

To announce his much-awaited concert in Puerto Rico, we created a nostalgia driven campaign with a massive digital media and experiential approach. The campaign included the following executions: Album cover design; Concert & tour key visual; Social Media Content & Videos; ATL Media Support (OOH / Radio / TV) and Brand Activations & Experience.

Reach - In terms of Bad Bunny's social media outlets, the efforts had a reach of +101,080,000 on Instagram and +108,000 on Facebook. The results averaged 14,400 of reach per content bite on Facebook and more than 4,400 on Instagram.

Engagement - The efforts had more than 6,065,000 on Instagram and more than 6,500 on Facebook. The post's engagement reached more than 200 on Facebook and more than 1,200 on Instagram.

Impact - After these announcements it's only took 2 hours to sold out tickets for the first date and hour and a half for the second one.