How Bad Bunny’s interactive album teaser bridged local and global fandoms

Hardcore fans are the best detectives. They’ll hunt down hidden details and decode cryptic messages. Bad Bunny knows this better than anyone. So when he was ready to tease details of his new album, Debí Tirar Más Fotos, the Puerto Rican music artist didn’t just post a tracklist to social media – he dropped an interactive puzzle that only the most devoted listeners would be able to crack.

The album tracklist was uploaded to Spotify, but instead of song names, there was a list of map coordinates. To work out the actual track titles, audiences would have to navigate to those real locations through Google Street View and find the name embedded somewhere in the scene, from shop and restaurant signage to the side of a truck. The mystery quickly spread, growing into a viral phenomenon that garnered over 30 million organic interactions.

Devised by DDB Latina Puerto Rico, Tracking Bad Bunny was a carefully coordinated move, but at the same time it felt completely organic. The stunt worked because it took platforms that millions of people around the world already use every day and turned them into a vehicle for fan engagement. It meant that Bad Bunny could make a hyper-local tribute to his home on a global scale.

José Ramón González Bruno, VP of strategy at DDB Latina Puerto Rico, recalls the unique challenges involved in pulling it off, and what other brands and agencies can learn about tapping into fandoms in rewarding ways.