By partnering with 7 top-tier Twitch streamers (869.6K combined followers) for a real-time listening event, we created an immersive digital experience designed to drive awareness among Gen Z audiences across LATAM. The activation generated 53K+ unique live viewers, over 100 minutes of streamed content featuring “Baby Hello,” “Picardía,” and “Si Te Pegas,” and 1K+ real-time chat interactions.

By leveraging the interactive nature of Twitch — a platform deeply embedded in Gen Z culture — we transformed the album’s high-energy sound into a viral digital moment, fueling social conversation, boosting streaming numbers, and significantly amplifying Sony’s footprint during this Global launch.