T-Mobile Puerto Rico has introduced a special VIP experience for fans attending Bad Bunny’s “No Me Quiero Ir de Aqui” residency at the José Miguel Agrelot Coliseum in San Juan. The telecommunications company set up Club Magenta, an exclusive lounge offering a Charm Bar curated by local brand Edalou Paris. This activation allowed guests to create personalized bag charms inspired by Puerto Rican culture, incorporating symbols such as moka pots and the island’s national flower, the Flor de Maga. Each charm featured a Near Field Communication (NFC) chipped fob that links to T-Mobile Puerto Rico’s Instagram account when tapped to a smartphone.
The collaboration emphasizes T-Mobile’s commitment to celebrating Puerto Rican identity, according to Lyanette Dávila, Marketing Director for T-Mobile Puerto Rico. Eda Aguilar, founder of Edalou Paris, noted the significance of merging tradition with technology in this initiative.
Bad Bunny’s residency, running 30 dates, is projected to generate approximately $200 million for the local economy and showcases Puerto Rican culture. Notably, the first nine concert dates were exclusively for local residents, with a final performance set to be live-streamed globally on September 20 via Amazon and Twitch.
- Why it matters:
- This initiative highlights the potential for brands to connect with local culture, enhancing customer loyalty and engagement.
- It showcases a rising trend in blending physical and digital experiences, appealing to tech-savvy audiences.
- The latest:
- The final concert in the residency will be live-streamed globally on September 20, expanding its reach beyond Puerto Rico.
Source: https://www.forbes.com/sites/stephaniehirschmiller/2025/09/18/how-t-mobile-connected-with-bad-bunny-fans-via-viral-charms–nfc-tech/
Source: https://www.forbes.com/sites/stephaniehirschmiller/2025/09/18/how-t-mobile-connected-with-bad-bunny-fans-via-viral-charms–nfc-tech/