Before dropping his DTMF album, Bad Bunny posted GPS coordinates as clues to the actual song titles. Fans spent days scavenger-hunting across Puerto Rico, chasing titles spray-painted on walls, printed on storefronts, and scribbled on delivery trucks.
The locations weren’t random — they were the most beautiful corners of the island, picked as a quiet answer to people writing Puerto Rico off. It doubled as a masterclass in giving fans what they want, using your platform, and answering hate with love. The numbers backed it up too: 30M interactions, $40M in earned media, and a Cannes Lions award.
1. We can learn a thing or two about marketing from this guy
2. Bad Bunny launched the most insaaane campaign before he dropped the DTMF album
3. He posted GPS coordinates as a code for the new album’s song titles. And boom! Fans went on an actual scavenger hunt!
4. People swarmed different – and beautiful – corners of Puerto Rico just to find the song titles
5. They were spray-painted on walls, printed on storefronts, scribbled on delivery trucks!
6. These locations were intentionally the most beautiful parts of Puerto Rico. Because this wasn’t just about the album, this was a response to well, this
7. This is so on-brand for Benito: Give fans what they want. Use your voice & platform. Answer hate with love.
8. Oh, and it was also a MASSIVE win on the marketing front: 30M interactions, $40M in earned media, and a Cannes Lions award!
