SAN JUAN, PUERTO RICO – What began as a cultural challenge delivered real-world results. 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,” during which he sang the lyric “Uva Uva Bombón,” instantly triggering a real-time activation by UVA App, a Puerto Rican delivery platform that transformed a global musical moment into immediate consumer action.
The mechanics were simple and entirely live: the moment the lyric matching the app’s name was performed on stage, UVA unlocked a curated selection of in-app products priced at $1, available only while the show was happening or until inventory ran out.
As the lyric was sung, the promotion went live inside the app, leading to a complete sell-out before the halftime show ended and reinforcing the power of culture-driven, real-time commerce.
“This proved exactly what we wanted to test,” said Laura Tirado, CEO of UVA. “Culture doesn’t wait—and when brands respond in real time, people respond back. We didn’t want to interrupt the moment; we wanted to be part of it.”
The activation was conceived and developed by de la Cruz Ogilvy, the Puerto Rico–based creative agency behind the campaign, as a way to explore how brands can authentically participate in live cultural moments without relying on traditional media buys or paid interruptions.
“Today, attention isn’t bought, it’s earned by showing up in the right cultural moment,” said Sebastián Bullorini, Chief Creative Officer at de la Cruz Ogilvy. “When all of Puerto Rico, and the world, was watching, the brand was there without interrupting, 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 tuned into the live performance, turning a traditionally passive viewing experience into active participation.
For a brand born and built in Puerto Rico, the activation delivered exposure within one of the world’s most-watched entertainment events, underscoring the efficiency of real-time, culture-led marketing.
With this initiative, de la Cruz Ogilvy stepped directly into the cultural conversation, blending entertainment, technology, and live timing.
