Intro (00:00):

Welcome to The Taylor Ten. A fast-paced, 10 minute deep dive into the minds of those shaking up the marketing world, bringing you the sharpest insights, boldest ideas and breakthrough trends driving the industry forward. So tune in, get inspired, and stay ahead.

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Jess (00:19):

I'm Jessica Board, Copywriter.

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Salina (00:25):

I'm Salina Benitez, Account Director.

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Yvette (00:27):

And I'm Yvette Signore, Senior Strategist. In honor of Hispanic Heritage Month, we're discussing and dissecting the marketing efforts of the brand sponsors for Bad Bunny’s Puerto Rico residency.

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Salina (00:40):

Yes, and if you missed it this summer, Bad Bunny’s Residency wasn't just a concert series, it was a cultural takeover for Puerto Rico. It marked a powerful moment of pride, visibility, and global celebration. From the music to the merch to the memories, it became a tribute to Latin identity and influence. So girls, what role do you think Benito or Bad Bunny played in selecting sponsors and partners for this?

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Yvette (01:04):

Yeah, I mean he definitely played a crucial role in selecting people that were part of the concert and the residency just being on stage. He was constantly spotlighting the Puerto Rican musicians. I saw he had Mark Anthony to even smaller artists. I believe Miko came on one night, but it was so important for him to uplift the island's culture. The economy had a major boost and even lightly talk about social issues in a way that would resonate to a global audience and really get people listening. So it was really major for the island, not just for the people who are from there, but it drove a lot of tourism and got a lot of people on an international level to pay attention.

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Jess (01:47):

Absolutely. And for those who don't know, some of the major brand sponsors of this history making residency were Adidas Originals, JetBlue, T-Mobile and Method. And throughout his 31 nights in Puerto Rico, these brands were showing up on social with TV spots, onsite activations and sweepstakes to even bring people to Puerto Rico.

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Yvette (02:08):

I was following this each and every day. The FOMO was so real. It wasn't even just the concert, that's what made this such a cultural spectacle. It was really like a festival. I mean, there were so many things happening on the ground in Puerto Rico just visiting all of the local spots, including his own restaurants, really just driving that tourism and even things happening outside of the concert and all of these brand activations that were happening.

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Salina (02:37):

Yeah. Jess, weren't you one of the lucky ones? You were there? Was there anything that stuck out in terms of the experience?

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Jess (02:43):

Yes, I was there. It was honestly insane. And to the point of it kind of being like this mini festival outside of the arena, I truly regret not going early to just experience that in itself. The outside arena was literally a party. Everyone was so happy and celebrating. T-Mobile had their magenta club, which people could go in, have a drink, walk around in their immersive spaces, and it was such a vibe. They even had their own line for T-Mobile users, and I will say it was so helpful to get in a lot quicker and they did it right.

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Salina (03:17):

Yeah. I also saw that JetBlue social content was really heavy in that authentic storytelling and how the Puerto Rican spora was able to travel with them back to PR or back home even. It felt very in tune with a lot of the conversations that the community is already having and honestly really spot on with the whole message of Bad Bunny's residency translation in English. I don't want to leave here. So I think JetBlue being able to physically connect people back to the island, get them there was a really strong tie and made the partnership feel like a no-brainer.

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Yvette (03:51):

Yeah, I fear that if I went, I wouldn't leave either. You guys would never see me again. But it was so cool. I was actually following Adidas and they went all out. They had different activation points that celebrated Benito, but also Puerto Rican pride. They launched these sneakers, the Gazelle City series, and they were inspired by the different regions of Puerto Rico. They had all the different colors and then of course in Benito's local focus spirit, the early releases were really just for people in Puerto Rico before expanding internationally, which I thought was really cool. And then of course on the ground they did something really awesome to celebrate Benito's history and fashion. They opened up an archive that really contained his personal items and creative artifacts, which I thought was really awesome. And they also created a job listing, so they were flying out bilingual fans to staff the archive, which honestly I applied, I didn't get selected, but it's okay. Adidas, I still support. They actually had an activation at Grand Central Station, so they set up different lockers and it was kind of like a Willy Wonka, if you will, where one locker had that golden ticket to go to the concert. I wasn't able to make it, but I watched it all over TikTok. It was absolute mayhem in Grand Central Station.

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Jess (05:17):

It was pretty cool. I'm not going to lie. I saw that too.

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Salina (05:20):

Yeah, it's just so amazing how much engagement and just hype. You're not the only one event that just hoping that they would find their golden ticket to go. And I think a lot of these brands that we talked about really created something special that spoke to the audiences. My last question, fresh off the press, Benito is going to continue this momentum and he has a very big performance ahead of him in February. I'm talking about the Super Bowl. So looking ahead with Bad Bunny performing during the halftime show at the Super Bowl, what's something that brands should keep in mind to this momentum and build upon his Puerto Rican residency?

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Jess (06:01):

Big question. For me, the biggest takeaway of seeing how his sponsors really did their due diligence and making sure that they hit the mark with this is taking that extra time to understand and increase brands' cultural intelligence about the different local differences within the Hispanic community and market itself. To really get that genuine trust from the audience to really speak to them and meet them on their level. And I think that will go much farther than they think.

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Salina (06:34):

Totally. I think net, this whole residency was Bad Bunny’s love letter to the island and the sponsors that he worked with helped amplify that message and showcase the greater world, really what the many things there are to love about Puerto Rico and got them to the island. So definitely unprecedented. Excited to see what he has in store. So thank you ladies for the time. A lot of exciting stuff, like we said for our guy Benito. So maybe we run it back and dissect after the Super Bowl. Yeah?

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Jess (07:07):

I'm there..

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Salina (07:10):

That's right.

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Jess (07:11):

Thanks guys.

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