Beret, a Spanish urban pop artist who has achieved both gold and platinum certifications for seven singles in Spain, has now released his debut album, called Prisma.

For the release, we decided to focus on his lyrics, one of his main strengths, to create a digital activation. The objective was to let his most loyal followers discover a piece of his new album before anyone else, that piece being some of the lyrics of his new songs. In the first phase, we cut five of the album’s unpublished songs into verses and created a website. Fans had to register and leave their mailing address. We gave them a unique code associated with each part of the song and manually sent it by post to each registered fan so that it felt more special and unique.

A few days later, we launched the second phase of the website where fans had to enter the code and the piece of the song assigned to them in order to complete the full song. Verse by verse, the song was completed when all the fans had entered their part.

Beret published an Instagram Story announcing the new website and in less than an hour, we received more than 2,000 registrations although we only had 500 verses available.

In order to avoid leaving anyone out of the game, (especially those who lived abroad), an email was sent out with the same information given to the fans who had received their letter by post.