In 2020, Karol G released one the of the biggest reggaeton hits of the decade: TUSA.
A few months later she was announced as the headliner of Costa Rica’s biggest music festival: Picnic Festival, along side a sponsor grid that included us and a bunch of big brands, we needed to stand out.
Instead of promoting a simple ticket giveaway, we used the song's lyrics, which tell the story of a girl ghosted by her lover: "But he left her in voicemail, maybe she's with another girl", to launch a promo that gave party tickets to those who were ghosted for Valentine's Day.
To win all they had to do was show us the ghosting evidence, and the worst ones got their revenge at the sickest party of the year.
More than 5.000 ghosted conversations received.
2.4 MM people reached
3.1 MM Impressions
Integrated advertisement created by Orson, Costa Rica for ampm, within the category: Media.