BAD BUNNY HALFTIME SHOW CAMPAIGN
Brand
APPLE
Entrant Agency
APPLE
Category
Social & Creator
Award
Silver
Festival & Year
Cannes Lions (2026)
Case Study Details
On February 8th, the world will dance. Watch Bad Bunny live at the Super Bowl LX Apple Music Halftime Show. apple.co/SBLX
Subscribe to Apple Music: https://apple.co/AppleMusicYT
Follow Apple Music:
TikTok: https://tiktok.com/@applemusic
Instagram: https://instagram.com/applemusic
Facebook: https://facebook.com/applemusic
X: https://X.com/applemusic
Watch more Apple Music:
What’s New: https://apple.co/2VFatTU
Apple Music Up Next: https://apple.co/2MLktXE
Interviews: https://apple.co/32WnrPV
What’s Trending: https://apple.co/2Meq89t
Apple Music lets you listen to millions of songs, online or off, totally ad-free. Create and share your own playlists, get exclusive content and personalized recommendations, and listen to radio hosted by artists streaming live or on demand.
#applemusichalftime #SBLX #badbunny
Presentation Board
THE ROAD TO THE MOST GLOBAL,
MOST VIEWED HALFTIME SHOW IN HISTORY.
CONTEXT —
was set to headline the Super Bowl Halftime
‘Show (the first performed predominantly in
Spanish) our U.S audiiénce was divided. But
the rest of the world =.
STRATEGY ad
Over four months, we met thetMiaters head-on
with a campaign that refused to mise:
proudly Puerto Rican, and unapolo
Welcoming at every stage.
When Apple Music announced Bad Bunny
-~
,
1S Spiked +512%, and offer signups
31% across 13 geos.
” (#368% Yor)
‘And 193M engagements (+329% YoY).
Cultural moment turned business engine.
Every touchpoint—platform, radio, social
and the stage itself—drove one messa
Music needs no translation. And the or
‘thing more powerful than hate is love.
196M . 2000+ +31% 168.4M 738M 4.1B 68M
MOST VIEWED PIECES OF APPLE MUSIC MOST VIEWED MOST VIEWED MOST VIEWED MOST REPOSTED
HALFTIME SHOW CONTENT SIGN UPS HALFTIME SHOW HALFTIME SHOW PRESS HALFTIME SHOW @APPLE POST
ANNOUNCE EVER CREATED GLOBALLY TRAILER EVER CONFERENCE EVER PERFORMANCE EVER EVER
ANNOUNCE IDENTITY EXCLUSIVE CONTENT TRAILER PRESS CONFERENCE HALFTIME SHOW soiP
=
@Music
HALFTIME SHOW
Music SP eMusic
