{"id":426,"date":"2026-08-28T17:16:04","date_gmt":"2026-08-28T15:16:04","guid":{"rendered":"https:\/\/fwilliander.se\/portfolio\/?post_type=dm_project&#038;p=426"},"modified":"2026-08-28T17:16:04","modified_gmt":"2026-08-28T15:16:04","slug":"verizon-x-j-balvin-the-leak","status":"publish","type":"dm_project","link":"https:\/\/fwilliander.se\/portfolio\/project\/verizon-x-j-balvin-the-leak\/","title":{"rendered":"Verizon \u00d7 J Balvin \u2014 The Leak"},"content":{"rendered":"<h3>The idea<\/h3>\n<p>During Univision&rsquo;s Spanish-language broadcast of Super Bowl LVIII on February 11, 2024, J Balvin leaked his phone number. Fans could text it through SMS or WhatsApp and get replies from a custom GPT-4-based version of J Balvin in English, Spanish or Spanglish.<\/p>\n<p>The experience was built in five weeks, which is a very sensible amount of time to create a multilingual celebrity who can talk to an entire television audience at once.<\/p>\n<h3>My bit<\/h3>\n<p>I was VP, Creative Tech &amp; Innovation leading the technical implementation with the team at the community.<\/p>\n<h3>Did it work?<\/h3>\n<p>49.3 million Instagram views in 24 hours and 1.2 billion impressions. So yeah, people certainly found the number.<\/p>\n<h3>Shiny things<\/h3>\n<p>The project won Clio Music Silver for Emerging Technology and two New York Festivals Bronzes: Best Use of Celebrity \/ Influencer and Best Use of Mobile. It was also a New York Festivals finalist in three categories and shortlisted at Cannes Lions in Entertainment. Shortlists are nice. They are still not Lions.<\/p>\n<h3>People who made it happen<\/h3>\n<p>Verizon, the community, Antfood and Community.com.<\/p>\n<h3>Elsewhere on the internet<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.antfood.com\/work\/verizon-jbalvin\/\">Antfood case study<\/a><\/li>\n<li><a href=\"https:\/\/lbbonline.com\/news\/j-balvin-tests-the-power-of-the-verizon-network-during-univisions-super-bowl-lviii-broadcast\">Little Black Book launch coverage<\/a><\/li>\n<li><a href=\"https:\/\/vimeo.com\/1019463903\">Watch the case film<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>the community \u2014 Verizon<br \/>\nCampaign awards: Clio Music: 1x Silver | New York Festivals: 2x Bronze, 3x Finalist | Cannes Lions: 1x Shortlist<\/p>\n","protected":false},"featured_media":427,"template":"","roles":[12,3],"_links":{"self":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/426"}],"collection":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects"}],"about":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/types\/dm_project"}],"version-history":[{"count":1,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/426\/revisions"}],"predecessor-version":[{"id":428,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/426\/revisions\/428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/media\/427"}],"wp:attachment":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/media?parent=426"}],"wp:term":[{"taxonomy":"Types","embeddable":true,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/roles?post=426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}