Massive Scale on a Hyper-Lean Budget.
When Bad Bunny booked 10 consecutive sold-out stadium concerts at the Riyadh Air Metropolitano Stadium in Madrid (a venue with a capacity of 67,703 people per night), I identified an unprecedented window for hyper-localized target acquisition.
However, the execution had to scale under strict efficiency constraints: our target Customer Acquisition Cost (CAC) had to remain firmly at 11%. This required shifting away from high-cost traditional advertising toward a highly optimized, low-budget guerrilla marketing blueprint.
Phase 01
Digital Hype & Teasers.
To cultivate early cross-channel momentum and intrigue, we initiated a social media teaser strategy before dropping on-site.
I directed the CEO to publish a calculated teaser update on LinkedIn, subtly hinting at a major disruption tied to the stadium events. In parallel, I coordinated with the community manager to produce an inspirational brand video. The campaign play on words hijacked the artist's hit album theme and re-engineered it into the creative concept DTMW (Debí Tirar Más Webel), positioning our core value proposition: we don't just sell home services; we buy back time for our users.
Phase 02
The 5-Concert Roadmap.
We deployed field operations across a sequence of 5 distinct concert dates to convert physical foot traffic into zero-party digital data. Our street team engaged large groups of fans outside the stadium, inviting them to participate in a quick, high-energy TikTok trivia challenge. Correct answers unlocked an immediate, tangible reward: a physical Polaroid photo capturing their outfit with a custom brand logo sticker affixed to the back, directly playing on the artist's album aesthetic ("Debí Tirar Más Fotos"). Because we targeted groups, we introduced a unique value exchange to capture contact info: we offered to email them a high-quality digital copy of their group photo the following morning, seamlessly collecting verified, consensual emails.
Phase 03
Camera-Roll Retention.
Guerrilla campaigns often fail because users forget the brand once inside the venue. To combat this, we displayed their second reward (a €10 first-time booking discount code) via a custom phone graphic featuring the artist. Knowing the first action users take post-concert is scrolling through their phone's camera roll, this graphic served as an unmissable visual reminder.
The next morning, while post-concert excitement was high, we deployed targeted follow-up emails delivering their digital photos alongside their €10 activation code. The entire activation successfully captured 90+ highly targeted email leads from a single activation night, establishing a warm database for continuous CRM nurturing.
Because our field strategy strictly targeted large social clusters, we secured one primary contact email per group, with each group averaging between 5 to 8 people.
This created an immense awareness footprint. Approximately 720 high-intent individuals directly interacted with our team, heard our dedicated brand presentation, understood the application's unique value proposition, and received the exclusive discount code for their first-time marketplace booking.