2026 Activation Proposal
One can.
One scan.
One week they keep forever.
A collectible artist can series that doubles as the access key to Latin Music Week — QR-unlocked experiences, real-time raffles and fan drops, all in Billboard's brand environment.
Presented by
The Opportunity
Hydration is
the only thing
everyone touches.
Badges get stuffed in a drawer. Tote bags get left in the hotel. But every single person at Latin Music Week — artist, executive, press, superfan — picks up a drink. That's the one guaranteed contact point of the week, and right now it's blank.
5 days
of panels, showcases, awards and afterparties
1 object
every attendee holds, photographs and takes home
0 apps
to download — the can is the interface
Branded cups die in a bin
A printed cup is a 4-minute impression. A collector can is kept, shelved, traded and reshot for years.
Sponsors want proof
Every can carries a unique QR. Scans, geo, timestamp, opt-in — attributable engagement, not estimated reach.
Fans want in
Access is the currency of Latin music. The can hands out the thing money can't buy: a way through the rope.
We're not proposing a beverage sponsor. We're proposing a Billboard-owned piece of memorabilia that runs the entire digital layer of the week.
First Look
The can, in the wild.
Can — Front
Can — Back
Scan to UnlockSwipe to explore
The Memorabilia
Six cans.
One collection
they chase all week.
High-resolution digital printing means every can can be different — no plate charges, no minimum per design. That turns a beverage into a collectible release calendar across five days.
Edition 00112 artists · 25,000 cans
The Artist Series
- What it is
- One can per headlining artist of the week — halftone portrait, signature line and a numbered edition mark on the base.
- Why it wows
- Fans hunt the full set. Twelve cans means twelve reasons to come back to the activation bar, and twelve different photos on the same feed.
- What the scan unlocks
- Scan opens that artist's LMW moment: unreleased clip, playlist, and a 30-second voice note recorded for the can.
Variable data printing
Every single can can carry its own serial, QR and edition number at no extra tooling cost.
11-step alkaline water
Premium liquid, 12oz slim or standard, produced and canned in Medley, FL — 20 minutes from the venue.
Infinitely recyclable
Aluminum, not plastic. A sustainability story Billboard can put on stage without a caveat.
The Experience Hunt
Six cans.
Six locations.
One week to collect.
Each edition only exists in one place at one time. To complete the set, a fan has to physically move through the whole festival footprint — which means every sponsor zone, every panel room and every stage gets traffic you can measure.
First can, first scan. The fan's hunt card opens with 6 empty slots and a countdown to the first drop.
Scan = data
Unique code per can. Time, place, device, opt-in email.
No app
Native camera opens a branded web experience in under a second.
Re-scannable
The can keeps working after the week — new content drops post-event.
Sponsor-ready
Each stop can be presented by a partner with its own tracked landing.
Fan Access
The can is
the credential.
Serialized QR codes let one physical object carry three different levels of access — without printing three different tickets, and without a single extra line at the door.
General Fan
- Artist content vault
- Live chart page
- Hunt card + digital sticker set
- Raffle entry per scan
Badge Holder
- Everything above
- Panel room check-in
- Terrace + listening room access
- Attendee-only after-hours drops
Gold Chase
- Everything above
- Instant-win prize reveal
- Awards room seat upgrade
- Artist meet-and-greet queue
01
Pick up
Fan takes a can from a cooler, bar, seat drop or street cart.
02
Scan
Native camera, no app, no login wall — a Billboard-branded page opens.
03
Verify
Code is checked against tier. Badge holders confirm once, then it's remembered.
04
Enter
A rotating pass appears with the fan's name — shown at the door, or added to Wallet.
Every scan is a consented, first-party data capture — name, email, tier, location, timestamp. By Sunday, Billboard owns an opted-in audience of the most engaged Latin music fans in the country, sourced from a drink.
Real-Time Engagement
A live scoreboard
for the whole week.
Every scan feeds one dashboard — on the LED walls, in the press room, and in the sponsor recap. Here's what it looks like mid-festival.
Total can scans
38,412
68%
Opted in
3.4
Scans / fan
12
Zones live
Next hourly raffle
00:47
Prize: two seats, Icon Award ceremony
Hunt leaderboard
- 1Camila R.
- 2Dee (@deelatinbeat)
- 3Jonathan V.
- 4Marisol A.
- 5Kev + Tati
Illustrative dashboard — figures shown are examples, not projections.
Scan-to-win, on the hour
Every hour a random scan from the last 60 minutes wins. Winner's name hits the LED wall and their phone at the same second.
The room votes with cans
During showcases, scans become votes. Live results render behind the artist — the crowd literally moves the graphics.
Golden hour raffle
A ten-minute window announced only through push to people who scanned that day. Drives a stampede to the activation zone on cue.
Artist-triggered drops
An artist hits a button from the stage and every can scanned in that room unlocks the same exclusive at once.
Across The Campus
Eight places
the can shows up.
The same object, deployed differently in every room — so the brand is continuous from the lobby to the last DJ set.
Faena Forum lobby
Chart Can wall — a 12-foot pyramid rebuilt every morning with the day's Top 10.
Panel rooms
Seat-drop cans, one per chair, printed with that session's title and speakers.
Green room & artist lounge
Artist Series cans stocked as their own edition — artists post them unprompted.
Press & content studio
Cans styled into every interview backdrop; the wrap reads on camera at any angle.
Ocean Drive street cart
Free public handout with the Chart Can — the only touchpoint non-badge fans get.
Awards ceremony
Icon Can placed at every seat, revealed the moment the honoree walks out.
Afterparty & pool decks
Gold Chase Cans seeded through the fleet; every find becomes a story.
Hotel room drops
Two-can welcome set for artists, executives and press on arrival night.
The Impression Math
Move the slider.
Watch it compound.
Illustrative modelling based on typical event sampling behaviour — adjust the run size to see how the program scales.
Total cans produced
50,000
10,000 → 150,000
Figures are illustrative planning estimates, not guarantees. Final modelling to be built with Billboard's attendance and audience data.
How It Runs
Six weeks
start to recap.
We're the producer, not a broker — design, printing, filling, logistics and the digital layer all sit under one roof.
Week 1
Creative lock
We take Billboard and LMW brand assets and build the six-can series. Digital proofs in 72 hours, unlimited revisions, no design fees.
Week 2
Experience build
QR architecture, tier logic, hunt map and the live dashboard are configured against the final run of show.
Week 3–5
Production
Print and fill at our Medley, FL plant — 20 minutes from South Beach. Variable data means every edition runs in one pass.
Week 6
Dry run
Full scan test on-site with the venue teams, LED feed check, prize fulfilment rehearsal.
Event week
Live ops
Our crew restocks every zone, monitors the dashboard, and swaps the Chart Can artwork each morning.
Week after
The recap
Full attribution report: scans by zone, by hour, by artist, plus the opted-in audience file delivered to Billboard.
Scope Options
Pick the
size of the swing.
Pricing is quoted per program once volumes and editions are set — direct from the producer, with no plate charges, no design fees and no middleman margin.
The Sampler
10,000 cans · 1 design
A single stage or the registration lobby.
- One custom can design
- Static QR to a Billboard landing page
- Delivery to venue, FOB plant Medley FL
- Basic scan reporting
The Collection
50,000 cans · 6 editions
The full week, the full footprint.
- All six editions incl. Gold Chase
- Serialized QR + tiered fan access
- Six-stop experience hunt
- Live scan dashboard + LED feed
- Hourly raffle engine & prize fulfilment support
- On-site restocking crew
- Post-event attribution report + opt-in file
The Franchise
150,000+ cans · multi-market
Latin Music Week as the pilot for the year.
- Everything in The Collection
- Chart Can as a year-round retail SKU
- Awards-season and tour editions
- Sponsor-sold can inventory (revenue share)
- Dedicated account and creative team
Let's put the week
in their hands.
Next step is simple: a 30-minute call to lock the edition list and the scan map, then digital can proofs in your inbox within 72 hours.
All follow-up goes to
alan@wecanit.usWE CAN IT — custom canned water, produced and filled in Medley, Florida. Proposal prepared for Billboard Latin Music Week, Miami Beach. Concepts shown are illustrative; artist editions subject to approvals.