The goal of the campaign was to build anticipation for Bad Bunny’s Una Más livestream on Amazon Music into a culturally resonant moment that audiences would genuinely want to be part of.
To bring the campaign to life, the team centered strategy around one core insight: Bad Bunny's audience does not wait to be marketed to. They lead the conversation themselves. Rather than dictating messaging, the campaign focused on creating a spark that invited participation and allowed fans to define the moment in their own way.
We set out to generate large-scale organic awareness ahead of the premiere, deepen engagement among multicultural audiences who have long fueled Bad Bunny’s global impact, and position the livestream across Amazon Music and Prime Video as a shared at-home viewing experience fans felt personally invested in attending.
The strategy prioritized authenticity and curiosity. A cinematic trailer was released to ignite speculation and excitement, with the intention of encouraging conversation rather than directing it. Fans transformed the announcement into a participatory moment, creating reminders, countdowns, "get ready with me" videos, and reaction content without prompts, incentives, or coordinated activation. The scale and speed of this response exceeded expectations and revealed the depth of emotional ownership fans felt toward the moment.
Success was defined not only by reach or engagement, but by the volume of organic participation and earned conversation generated across platforms. The objective ultimately became clear: when audiences claim a moment as their own, promotion turns into participation, and participation drives cultural impact.
To bring the campaign to life, the team designed a strategy rooted in earned momentum rather than controlled messaging. Instead of directing how audiences should respond, the approach focused on releasing a moment strong enough to generate its own conversation, allowing fans of Bad Bunny to amplify anticipation through authentic participation.
Execution began with the release of a cinematic trailer announcing the Una Más livestream on Amazon Music social handles. The creative intentionally avoided overexplaining the experience, leaving room for curiosity and speculation. The goal was to inspire conversation rather than control it. This positioned the announcement less as advertising and more as a cultural catalyst.
Fans quickly transformed the trailer into a participatory movement. Across platforms, audiences created reminder videos, countdown posts, reaction content, outfit planning clips, and “get ready with me” moments leading up to the event. None of this behavior was preplanned or incentivized. The campaign responded in real time by engaging directly with fan conversations and amplifying community creativity through reactive content that celebrated participation rather than overshadowing it.
As awareness grew, the response extended far beyond digital platforms. Fans began organizing their own viewing experiences, hosting house parties and group watch gatherings across the world. Bars and restaurants independently promoted livestream screenings, turning the event into a shared social occasion. These activations were never part of the execution plan, yet they demonstrated the power of community ownership and the cultural momentum generated through earned conversation.
Bad Bunny’s fanbase spans languages, regions, and cultural identities, requiring messaging that resonated globally while remaining culturally fluent. The team prioritized Spanish-first storytelling and authentic engagement to ensure audiences across Latin America, the United States, and beyond felt represented in the conversation.
A key challenge involved standing out in a crowded entertainment landscape without relying on heavy paid disruption. By allowing fans to drive momentum organically, anticipation continued to grow without fatigue, extending visibility well beyond the initial announcement window.
What made the work unique was its earned-first philosophy. Instead of manufacturing hype, the campaign empowered audiences to become storytellers themselves, transforming promotion into community expression and turning a livestream announcement into a shared cultural countdown.
The campaign exceeded its objectives by transforming fan enthusiasm into measurable cultural impact and record-breaking performance.
Fan participation drove widespread earned media momentum, generating more than 217 million views, 2.6 million interactions, and over 96,000 organic mentions across platforms. Rather than relying on traditional promotional amplification, the majority of conversation emerged from audience-led content inspired directly by the trailer release.
Most importantly, the momentum translated into tangible business results. Una Más became Amazon Music’s most-watched livestream ever, demonstrating how culturally resonant storytelling and community participation can directly influence viewership outcomes.
The campaign successfully activated multicultural audiences at scale while preserving authenticity: a critical achievement for an artist whose fandom thrives on identity, language, and shared experience. Fans didn’t simply watch promotional content; they expanded it, remixing anticipation into reminders, personal rituals, and celebratory storytelling that extended the campaign’s reach far beyond brand channels.
By turning fans into collaborators, the campaign proved that earned media driven by community creativity can outperform traditional promotion: delivering record engagement, historic viewership, and a defining digital moment for both artist and platform.
