The archive · Content & Film · Marketing decision · 2025
Spotify hides Bad Bunny's tracklist in GPS coordinates across Puerto Rico — Cannes GP
Instead of song titles, Bad Bunny's Spotify page showed coordinates; fans explored 15 real Puerto Rico spots to find the hidden tracklist.
Spotify · Rimas Entertainment
What it had to solve
For his album Debí Tirar Más Fotos, Bad Bunny wanted fans to discover the music instead of waiting for a tracklist — and, at the same time, to celebrate Puerto Rico. The campaign was conceived as a love letter to the island.
How it works
When Bad Bunny prepared to release Debí Tirar Más Fotos, he wanted fans to do more than wait for a tracklist — he wanted them to discover it. In partnership with Spotify and Google Maps, the campaign transformed 15 real locations across Puerto Rico into portals to the music.
Instead of song titles, coordinates appeared on his Spotify page. Fans entered them into Google Maps and explored the island's streets, beaches and barrios, uncovering the hidden titles in murals, shop signs, and the sides of trucks — a global treasure hunt that immersed listeners in Puerto Rican culture and turned anticipation into participation.
The strategy paid off commercially: the album became Bad Bunny's most pre-saved on Spotify, debuted at #1 worldwide with every track on the Billboard Hot 100, and the campaign generated more than 30 million interactions and US$40 million in earned media, reaching an estimated 182 million fans in over 60 countries.
Creatively, the work won the Grand Prix in Entertainment Lions for Music at Cannes Lions 2025, plus a Gold Outdoor Lion and a Bronze in Social & Creator, and a Grand Winner at the 2026 Clio Awards. It is now cited as a new model for album launches that use the real world as the medium.
Why it lands
- It replaced passive anticipation (waiting for a tracklist) with active participation — fans had to go find the music.
- The campaign put Puerto Rico itself at the center, making the launch also a statement about the island and its culture.
- Coordinates created genuine mystery and shareability: every found title was a discovery worth posting.
- Partners did real work — Spotify hosted the coordinates, Google Maps made the island explorable — so the idea scaled globally for free.
- The numbers were measurable: most pre-saved album, 30M+ interactions, US$40M+ earned media, #1 worldwide.
What it did
The album became Bad Bunny's most pre-saved on Spotify and his biggest launch — #1 worldwide with every track on the Billboard Hot 100. The hunt drew 30M+ interactions and 182M fans in 60+ countries, earned US$40M+ in media value, and won the Cannes 2025 Entertainment Lions for Music Grand Prix plus Clio 2026 Grand Winner.
What you can take
A launch can be the product: replacing a tracklist with a real-world treasure hunt turned anticipation into participation and made a place — not just music — the thing fans discovered.
Since then
Tracking Bad Bunny became the most decorated campaign of the launch: a Grand Prix in Entertainment Lions for Music at Cannes Lions 2025, plus a Gold Outdoor Lion and a Bronze in Social & Creator; the 2026 Clio Awards added a Grand Winner, two Golds and a Silver. The album stayed #1 worldwide with every track on the Billboard Hot 100, and the campaign is now referenced in the industry as a template for turning an album release into a location-based global experience.
Sources
- Tracking Bad Bunny — D&AD Awards Archive
- Rimas Entertainment: Tracking Bad Bunny
- Cannes Lions 2025: Puerto Rico gana el Grand Prix Entertainment Lions For Music
- Case Film Rimas Music: Tracking Bad Bunny
- Tracking Bad Bunny — RIMAS Entertainment (award record)
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