Sony Music US Latin wanted to reach a global audience with an engaging and personalised experience, so turned to location-based experiences platform Landmrk.

Landmrk allows brands to place digital content in physical locations, anywhere in the world, accessible through the mobile web. Content was selected by Shakira and her social team that they believed to be worthy of the activation (behind-the-scenes footage, exclusive tracks, selfie filters etc). This content would then be released one piece at a time, to nearly 1,000 hotspots across the world. Fans would be able to travel to their nearest hotspot and unlock new content every day in the lead up to album release.

The Landmrk platform created an immersive experience for fans over the course of the 14-day lead up to album release, enabling them be the first to listen to tracks from the new album.

Hotspots were created across 99 territories worldwide, where fans unlocked new content every day, ranging from handwritten lyrics to behind-the-scenes footage.

The campaign was accessible at shakiraeldorado.com, with mobile users accessing a branded map showing their location and those of the nearest content hotspots. Desktop/laptop users were shown a world map which revealed all the different locations.

Teaser posts and the #ShakiraElDorado hashtag were presented through the musician’s presence on social media, which also served as the catalyst for the generation of significant amounts of fan-created content and posts.