The Super Bowl halftime show announcement typically follows a predictable pattern: press release, social media posts, morning show appearances. It’s no surprise that Bad Bunny has thrown that playbook out the window, orchestrating a cultural moment that extends far beyond a performance announcement.
SAN JUAN, PUERTO RICO – JULY 11: Bad Bunny performs onstage during Night One of Bad Bunny: “No Me Quiero Ir De Aqui” Residencia En El Choli at Coliseo de Puerto Rico José Miguel Agrelot on July 11, 2025 in San Juan, Puerto Rico. (Photo by Kevin Mazur/Getty Images)
Kevin Mazur/Getty Images
The Announcement That Broke the Internet
Bad Bunny’s halftime show reveal had the entire internet clicking “share to story”. The announcement video showed Bad Bunny in a pava, a wide-brimmed, woven straw hat from the rural jíbaro and agricultural workers, a symbol of Puerto Rican island heritage. The video then zoomed out to show Bad Bunny sitting on a football goal post, revealing his Superbowl involvement.
The design language speaks directly to Gen Z video culture while maintaining the gravitas expected of Super Bowl messaging. Within hours, the image had been shared by everyone you know.
“El Mundo Bailará”: A Strategic Friday Drop
The January 16th release of his video teaser “El Mundo Bailará”, or “The Whole World Will Dance” reignited the spark of excitement from the announcement. Heartwarming and upbeat, the video showcased Benito dancing with other people from all walks of life. Different ages, races, and dance styles were all represented. The underlying message tied it all in: this show will have you dancing, no matter where you are in the world.
NEW YORK, NEW YORK – MAY 05: Bad Bunny attends the 2025 Met Gala Celebrating “Superfine: Tailoring Black Style” at Metropolitan Museum of Art on May 05, 2025 in New York City. (Photo by Dimitrios Kambouris/Getty Images for The Met Museum/Vogue)
Getty Images for The Met Museum/Vogue
The Roadmap Ahead: What Industry Insiders Are Watching
As we approach February 8th, several strategic moves could further amplify this campaign:
Collaborative announcements with guest performers could generate additional news cycles. Bad Bunny’s history of unexpected collaborations suggests this possibility isn’t off the table.
Location-specific activations in Northern California could bridge the gap between local culture and his Puerto Rican heritage, creating compelling narrative opportunities.
Documentary-style content showing rehearsal preparations would satisfy audience appetite for behind-the-scenes access while maintaining mystique around the actual performance.
Merchandise drops tied to specific campaign moments could transform viral moments into revenue streams while giving fans tangible connection points. There are several “Team Benito” pieces of merch circulating throughout the internet, Bad Bunny could capitalize on that himself.
Social platform exclusives particularly on TikTok and Instagram, could leverage platform algorithms while creating FOMO across different audience segments.
Why This Matters for Music Marketing
Bad Bunny’s approach represents an evolution in tentpole event marketing. Rather than treating the Super Bowl as a standalone performance, his team has crafted a narrative arc that began with the announcement and will crescendo well beyond the final note on February 8th.
This strategy acknowledges a fundamental shift in how audiences consume cultural moments. In an attention economy where everything competes with everything, creating sustained engagement requires more than a single spectacular moment, it demands a story worth following.
The real test comes February 8th, but if the campaign’s opening moves are any indication, the whole world will indeed be dancing.