Campaign Tracking: Bad Bunny ‘DeBÍ TiRAR MáS FOToS’
‘DeBÍ TiRAR MáS FOToS’ – RIMAS (5 January 2025)
Bad Bunny’s DeBÍ TiRAR MÁS FOToS is more than just an album—it’s a cultural homage. A masterpiece that embodies his deep love for Puerto Rico, the project celebrates Bad Bunny’s roots through unfiltered storytelling, both lyrically and visually. From a moving TikTok trend to global chart success, his sixth solo studio album has made a massive global impact. With native slang, everyday realities, and bold artistic choices, DeBÍ TiRAR MÁS FOToS cements Bad Bunny’s influence and identity, proving that a Spanish-language album can dominate global culture.
Concho
A significant visual across the album rollout is the presence of “Concho”. The small toad is native to Puerto Rico and symbolizes a deep message about Puerto Rican identity, nature, and cultural heritage. Bad Bunny doesn’t just feature any toad in the video; he specifically highlights the sapo concho. This endangered amphibian, known for its distinct croak in Puerto Rico, serves as a potent symbol for the state of the island, both environmentally and culturally.
Pre-Album Release
First Single: EL CLúB
Dec 5: First single “EL CLúB” is released with a video clip that features cryptic letters DTmF and the year 2025 at the end—a mysterious clue that immediately sparked fan speculation.
WhatsApp Channel to Tease Second Single: PIToRRO DE COCO
Dec 5: Bad Bunny shares an audio message on his WhatsApp channel announcing his second single, PIToRRO DE COCO.
Apple Music Teasing
Dec 24: Apple Music shares a post teasing new music on Instagram captioning it “Estamos listos” (translating to “We are ready“)
Album Announcement and Second Single Released
Dec 25: Bad Bunny teases his track list on his Twitter, describing each song as “BOMBA” roughly meaning a hit song.
1. BOMBA
— Benito Antonio (@sanbenito) December 25, 2024
2. BOMBA
3. BOMBA
4. BOMBA
5. BOMBA
6. BOMBA
7. BOMBA
8. BOMBA
9. BOMBA
10. BOMBA
11. BOMBA
12. BOMBA
13. BOMBA
14. BOMBA
15. BOMBA
16. BOMBA
17. BOMBA
Dec 26: Bad Bunny officially announces his new album by sharing a short teaser of the album’s short film. Releases second single from the album, PIToRRO DE COCO.
Innovative Teasing via Google Maps with Spotify
Dec 30: Bad Bunny unveiled the DeBÍ TiRAR MÁS FOToS tracklist through latitude and longitude coordinates on Spotify, replacing traditional song titles. Fans had to input these coordinates into Google Maps to discover song names hidden in real-world locations across Puerto Rico—like graffiti on a San Juan alleyway shutter (18°23’56.8”N 66°03’08.7”W).
This interactive activation turned the album rollout into a gamified, location-based experience, deepening fan engagement while celebrating Puerto Rican culture.
Album Release Week
Short Film for DeBÍ TiRAR MÁS FOToS
Jan 3: 12-minute short film from the album is released, featuring heartfelt storytelling. Featuring Puerto Rican filmmaker Jacobo Morales reminiscing about his life through cherished photographs—while conversing with a frog voiced by Kenneth Canales—the film taps into nostalgia, cultural pride, and deep emotional resonance.
This short film showcases the power of narrative-driven content in music marketing. By weaving visual storytelling into the album’s release, Bad Bunny transforms his music into a multisensory experience, allowing fans to engage beyond just listening.
Symbolic Release Date: Día de los Tres Reyes Magos
Jan 5: Rather than following the typical Friday release schedule, Bad Bunny tied the album drop to El Día de los Tres Reyes Magos, a culturally significant day widely celebrated across Spanish-speaking cultures, and especially in Puerto Rico, his homeland.
This move allowed him to share his album—a love letter to Puerto Rico and its vibrant culture—on a date that resonates with both his heritage and his fans. To enhance the release, he shared a short video where he creatively framed the album as a “gift” from the Three Kings, humorously dressing up as the iconic figures in a playful skit. The content, blending humor, tradition, and music, resonated deeply with fans, amplifying the festive spirit of the holiday.
Popcast Interview (Jan 5)
IRL Truck Activation (Spain & Puerto Rico)
Bad Bunny "Debí tirar más fotos"
— Tendencias de España (@viralenspain) January 6, 2025
📍 Madrid
📍 Puerto Rico pic.twitter.com/2kPa3w2qWV
Jan 5: Red truck spotted roaming around the Puerto Rican capital, blasting the album with its name pained on the side.
Jan 6: As part of the promotion, a bus loaded with vegetables was roaming around the streets of Madrid on Monday. The yellow van displayed the title of Bad Bunny’s album along with the phrase “ Productos de Puerto Rico ” and a QR Code, which fans could scan to access the album’s content.
Surprise News Anchor Appearance
Jan 7: Bad Bunny made an unexpected guest appearance as a co-anchor on NotiCentro Al Amanecer, Puerto Rico’s leading morning news show on WAPA TV. Dressed in a suit and tie, he seamlessly integrated into the two-hour broadcast, delivering headlines and engaging with the hosts. This unconventional promo move blended humor, authenticity, and cultural pride, reinforcing his deep connection to Puerto Rico while generating widespread UGC of fans worldwide reacting to the stunt.
🇵🇷📰 Bad Bunny debuts today as an anchor on #NotiCentroAlAmanecer.
— Access Bad Bunny (@AccessBadBunny) January 7, 2025
pic.twitter.com/pkzxWKYrBt
🌧🌩🌤🌨⛅️
— Access Bad Bunny (@AccessBadBunny) January 7, 2025
pic.twitter.com/EBkEcFut3a
Esta gente está dándose shots de pitorro a las 10 AM con Bad Bunny en televisión nacional.
— Cavinsky ® (@____TRC____) January 7, 2025
Vivimos en una simulación. pic.twitter.com/u0TJj4y8am
Zane Lowe Interview: Apple (Jan 8)
Creator Partnerships: @Jess.Judith
Jan 9: Bad Bunny strategically appeared alongside influencer, Jess Judith, in a short clip of both of them dancing salsa to his track, BAILE INoLVIDABLE.
This partnership was a perfect alignment—not only did it showcase the song’s infectious rhythm and cultural roots, but it also leveraged Jess Judith’s engaged audience, which heavily overlaps with Latin music fans. The video quickly went viral, accumulating 23M views on Reels and 35.8M views on TikTok, demonstrating the power of creator-led organic content in amplifying a song’s reach.
Surprise Party with Spotify
Jan 10: Spotify threw a release party for Bad Bunny in San Juan, Puerto Rico. With select fans invited, the event featured live music, food, drinks, and traditional Puerto Rican vibes. Held at a secret location, attendees got to experience an intimate celebration while enjoying Bad Bunny’s latest music.
Bad Bunny en Puerto Rico en su evento con Spotify DeBÍ TiRAR MáS FOToS está noche 🇵🇷 pic.twitter.com/gxlftu44z3
— Bad Bunny DTmF 💎 (@suconejitomalo) January 11, 2025
The highlight of the night came as a surprise—Bad Bunny himself making an appearance, performing tracks from DeBÍ TiRAR MÁS FOToS and energizing the crowd. He took the moment to thank his fans and team for the album’s massive success.
The Bad Bunny Experience Pop-Up with Amazon Music
An immersive pop-up activation in partnership with Amazon Music designed to bring DeBÍ TiRAR MÁS FOToS to life. Fans could step into interactive installations inspired by the album, capturing shareable moments and exclusive photo opportunities that amplified social media engagement. Had 3 pop -up locations in the US:
Miami (Jan 11-12), Brooklyn (Jan 18-19), Chicago (Jan 25)
Toñitas Social Club (Brooklyn)
Jan 12: Bad Bunny brought DeBÍ TiRAR MÁS FOToS to life with a special visit to Toñitas, a historic Puerto Rican social club in Brooklyn that he referenced in the album.
Often described as a “love letter to Puerto Rico” and its diaspora, the album’s themes of heritage and resilience perfectly align with Toñitas’ legacy. Founded in 1976 by Maria Antonia Cay (affectionately known as Toñita), the bar remains the last Caribbean social club in Brooklyn. Despite gentrification and numerous offers to sell, Toñita has preserved this space as a gathering place for Latinos.
Bad Bunny’s visit wasn’t just a nod to the club’s cultural significance—it was a powerful moment of community. He arrived alongside Congresswomen Nydia Velázquez (the first Puerto Rican woman in Congress) and Alexandria Ocasio-Cortez (one of the youngest Latinas currently serving in Congress) reinforcing the deep cultural and political importance of the night.
NYC Subway Surprise Performance with Jimmy Fallon
Jan 13: As part of The Tonight Show’s segment, Bad Bunny and Jimmy Fallon took over a New York City subway station for an undercover performance. Disguised in long wigs and sunglasses, the duo started playing to unsuspecting commuters before dramatically revealing their identities. The pop-up set featured a mix of Bad Bunny’s tracks along with a surprise cover of I Want It That Way by the Backstreet Boys. The stunt, promoting DeBÍ TiRAR MÁS FOToS, quickly went viral, sparking a wave of UGC and media coverage.
Exclusive Residency at Coliseo de Puerto Rico
The residency will take place every weekend through the summer. This marks one of the most significant concert runs in Puerto Rican music history, reinforcing Bad Bunny’s commitment to his island and its people.
To build anticipation, a cinematic teaser trailer for the residency was shared, further immersing fans in the album’s era.
Jan 13: Bad Bunny announced a 21-show residency at the Coliseo de Puerto Rico, running from July 11 to August 24. In a move that aligns with the deep patriotism of DeBÍ TiRAR MÁS FOToS, the first nine shows (July 11–27) will be exclusively reserved for Puerto Rico residents, with an in-person presale kicking off January 15.
Post-Album Release
DTMF Trend
Bad Bunny’s song DTMF (Debí Tirar Más Fotos) from his latest album has taken social media by storm, sparking a viral trend named after it. The song’s nostalgic and emotional lyrics have inspired users to post old photos and videos of loved ones, while others have shared their emotional reactions after translating and understanding the song’s meaning.
The trend has gained traction not just among fans but also celebrities. Actor Gabriel Guevara (My Fault) joined in by sharing a video reflecting on his best moments of 2024, with DTMF playing in the background as he thanked those who made it a great year.
The overwhelming response to the trend deeply moved Bad Bunny, bringing him to tears. He later posted a TikTok expressing his gratitude for the love the song has received, followed by another video where he calmly sings along to the track.
Finally, a video of Bad Bunny recording DTMF in the studio was released, adding to the excitement of the trend. The clip showcases the energy and emotion behind the song, capturing Bad Bunny and his backup singers having fun in the recording process, further deepening its emotional resonance with fans.
Hot Ones (Jan 23)
Spotify (Jan 27)
‘SNL50’ Appearance
Feb 16: Bad Bunny appeared alongside countless other Hollywood stars for Saturday Night Live’s 50th Special. In this skit, Bad Bunny plays “Santiago” and is a part of the viral Domingo skit with Marcello Hernandez.
Tapping into Brazilian Audiences
March 2: Announcements about Bad Bunny’s album appear in São Paulo that hint at a potential tour in Brazil, sparking excitement among fans.
Additionally, during Carnival in Brazil, his music was a prominent presence on the streets, further cementing his reach in the region.
Brazilian fans have even covered his songs in Portuguese, showcasing their enthusiasm and cultural connection to his music.
