U.S. HISPANIC
De la Cruz Ogilvy Turns a Global Music Moment into a Real-Time Shopping Experience for UVA App
11 de febrero de 2026
The activation rewarded audiences who were fully engaged with the live performance
In the days leading up to the world’s biggest sporting event, we created a provocation: if Bad Bunny performed “Tití Me Preguntó” during his halftime show, an unprecedented promotion would be activated. Why? Because the lyrics of the song mention our client: UVA, the delivery app of choice for Puerto Ricans.
During Sunday’s event — the most-watched halftime show of all time, according to CBS News — Bad Bunny opened his performance with “Tití Me Preguntó,” singing the line “Uva Uva Bombón,” which instantly triggered a real-time activation by the UVA App. A global musical moment was transformed into immediate consumer action.
The mechanic was simple and entirely live: the moment the lyric matching the app’s name was performed on stage, UVA unlocked a selection of products in the app priced at $1, available only during the performance or while supplies lasted. As the lyric was sung, the promotion went live in the app — selling out before the halftime show ended — reinforcing the power of real-time ideas to drive e-commerce through culture.
“This proved exactly what we set out to demonstrate,” said Laura Tirado, CEO of UVA. “Culture doesn’t wait, and when brands respond in real time, people respond. We didn’t want to interrupt the moment; we wanted to be part of it.”
“Today, attention isn’t bought — it’s earned by showing up at the right cultural moment,” said Sebastián Bullorini, Creative Director at de la Cruz Ogilvy. “While all of Puerto Rico — and the world — was watching, the brand was present without interruption, joining a moment that fills Puerto Ricans with pride. We activated culture in real time and turned that attention into a meaningful experience for people.”
The activation rewarded audiences who were fully engaged with the live performance, transforming a traditionally passive viewing experience into active participation.
For a brand born and built in Puerto Rico, the activation delivered visibility within one of the most-watched entertainment events in the world, highlighting the effectiveness of real-time, culture-driven marketing.
With this initiative, de la Cruz Ogilvy inserted itself directly into the cultural conversation, blending entertainment, technology, and live timing.
Diario de Hoy
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