SiriusXM + Pandora Present: Party with El Pulso

El Pulso made its vibrant return to Miami with the rhythm and energy only Latin music—and its most loyal fans—can deliver. And event sponsors saw engagement and results that exceeded benchmarks. With several brand sponsors like Amazon, AT&T, Gatorlyte, Glad, Modelo, Neutrogena Ultra Sheer Sunscreen, and Wendy’s, this free live concert was an impactful cultural moment and a standout opportunity for brands, where immersive experiences resonated with the crowd.

 Drawing a full house with over 1,400 fans that skewed largely female (66%) and Gen Z fans aged 21-24 (25%), attendees gathered to see 3x Latin-GRAMMY nominated, multi-platinum selling Colombian artist, Manuel Turizo. Mauel is also a 3x Billboard Latin Music Award winner for Global 200 Latin Song of the Year. With songs like "El Merengue," "La Bachata," "Una Lady Como Tú," and a collaboration with EDM star Marshmellow, he’s amassed 1.5B views on YouTube and 35M+ followers on social media. And did we mention his 53M Pandora spins in 2024 alone? 

With a record-breaking artist headlining El Pulso, it was the perfect place for sponsors to show up. 

La Cultura Meets Brand Power

The night delivered on experience and impact, but for advertisers, the consumer interaction and brand lifts stood out even more. 

Keeping the Música Latina Going

Amazon had the highest sponsor awareness of the event, grabbing the attention of a whopping 96% of attendees. As El Pulso station sponsors, Amazon was able to connect with fans before the event. And when it was time for the night to begin, prominent signage at the entrance helped solidify their presence, and complimentary branded bluetooth speakers kept the music and the love for Amazon extended beyond the night. 

With consistent branding across the fan journey from pre- all the way to post-show, Amazon saw standout recall and relevance, like 63% of attendees who have a more positive opinion of Amazon because of its event sponsorship specifically. 

Bringing VIP Status

AT&T, the exclusive sponsor of the Premier Area, tapped into the high-energy vibe of the night, providing VIP guests a prime view of the stage. And in the spirit of cultural connection, they also distributed co-branded tote bags that featured Ivan Roque’s design, a local Miami artist. Their involvement created an authentic vibe, reinforcing their presence within the Latin space and creating a strong lift in brand opinion (39%). This is a powerful indicator that cultural alignment is more than just positive presence, it builds brand equity and consumer trust. 

Rapidly Rehydrating for A Night of Dancing

Gatorade fueled the experience with a locker-room-inspired tasting station. Fans sampled five different Gatorlyte flavors that helped them stay hydrated and energized as they danced the night away. Guests were also gifted Gatorade branded hand towels just for interacting with the activation. 

From product samples to take away items, Gatorade fit seamlessly into the active, music-driven atmosphere of the night and saw a +49% lift in brand opinion. The beverage company also saw a +56% lift in brand consideration for the product line and its featured flavors, showing that when a brand matches the moment, they become more than just a part of the memory.

Becoming the Pre-show Hype Brand

Glad didn’t just show up, they helped kick off the night. As soon as the doors opened, fans were greeted by brand ambassadors who passed out LED, Glad branded bracelets that lit up and transformed the crowd into a sea of yellow. With high energy right out of the gate, the surprise, on-stage performance with breakdancers and bongo drummers set the pulse of the party as soon as the night got started. After a high energy performance from the crew, the bongo drummers roamed the venue for another 20 minutes to keep the brand presence alive, which was a hit for fans and even prompted groups in the crowd to create dance circles in the general admission area.

And this high-energy stunt paid off, with a huge +66% lift in brand opinion and a massive +71% lift in sponsor consideration. This shows the impact of our buzzworthy branded performance package, proving that bold, sensory-driven moments don’t just excite, they convert. And they certainly deliver that “cool” factor that captures the attention of attendees.

A Place to Recharge and Relax

Modelo’s branded lounge gave guests who were standing in the general admission section a chance to kick back, relax, and enjoy the moment with friends and a cold drink. And live stream coverage of the stage was displayed on screens around the lounge, ensuring nobody missed the excitement of the show—even when they took a second to rest their feet. Plus, brand ambassadors circulated the area, passing out custom Modelo swag, like koozies and bottle openers to keep brand visibility high and energy even higher. Fans could also try Modelo products from the bar, like cheladas and aguas frescas, tying together the brand bold flavors in with the experience. 

Immersive brand moments like product sampling and relaxing lounges are proof that brands can create  lasting connections with consumers. Even more impressive when you consider that 82% of attendees intend to save what they receive from sponsors, with Modelo also seeing a double digit lift in consideration and opinion. 

Bring On the Heat

When it comes to the Miami sun, Neutrogena Ultra Sheer Sunscreen was the perfect pairing for this event. In fact, after passionate fans braved the Miami heat and waited in line all day to secure the best spot, Neutrogena’s swag bag filled with a claw clip, sunglasses, and sunscreen was just what fans needed for some protection and self-care. 

With a personable touch to their brand activation, Neutrogena saw double digit lifts in consideration and opinion. And 60% of attendees have a more positive opinion on Neutrogena because of their sponsorship at this event specifically. Relevant, real-life touches drive results, and when brands can combine consumer needs with swag that makes a difference. 

Bringing Flavor and Fun

Wendy’s brought a playful, immersive experience. With an interactive drive-thru inspired installation, fans were able to walk up to the branded frosty station and sample the new frosty swirl flavors. And once fans cooled down after a treat from Wendy’s, it was time to turn up the heat again by offering fans front-row access in exchange for posting on social media—extending Wendy's reach even further. And to top it all off, ambassadors handed out branded fans to help keep guests comfortable.

With product samples, VIP rewards, and social interactions, Wendy’s hit every box a brand should hope for, and it resulted in 57% of attendees having a more positive opinion of Wendy’s because of their sponsorship of this event specifically. Not to mention the double digit increase in brand opinion and consideration. 

Your Presence Matters Here

Sponsor awareness on this year’s El Pulso event alone was sky-high, hitting 85%. And 61% of attendees left the night with a more positive opinion of all the sponsors who were there. But the opinion of people in the room is just the beginning—with guests spreading the hype (or maybe even a bit of FOMO) with over 810K social media and press impressions, with nine in 10 fans intending to post about the event on their social feeds.

El Pulso and SiriusXM + Pandora branded events are a great way to get your brand in on the hottest moments, with culturally influential crowds. 

What Are You Waiting For?

For advertisers looking to engage with fans in person, SiriusXM Media’s live events are the place to be. In addition to franchise events like Music Row Happy Hour, Race Weekend, Big Game, and Small Stage Series, we offer a variety of sponsorship opportunities. 

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Our live events allow you to be a part of the culture, the connections, and the memories that make an impact. Whether advertisers are looking to join us in person or across digital audio, SiriusXM Media is here to get you there. Let’s chat.