Peso Pluma
"Vino Tinto"

Client: YouTube Shorts

To launch Peso Pluma’s new album Éxodo and spotlight YouTube Shorts, we needed more than just a promo. We needed a moment fans could own.

The answer was a global Shorts challenge built around VINO TINTO, his collab with Natanael Cano and Gabito Ballesteros. We dropped early snippets, sparked the trend with Double P and his day-one fans, and invited the world to join in.

It wasn’t just a campaign. It was a movement powered by the people who made him a star.

Peso Pluma called out to all his fans to be part of this challenge:

“Plebes, I want to see you showing your flow on YouTube Shorts! Show me what you are made of and turn up the volume with my new single Vino Tinto. Chau!”

Modo Festival. Brought to you by YouTube Shorts. #PesoPlumaVinoTinto

After launch, influencers picked up the torch, fueling the momentum.

"Sandra Jiménez, Head of Music, LATAM at YouTube, commented: “Peso Pluma is a musical phenomenon who has revolutionized the industry and Mexican music with his unique style. On YouTube, he has found a loyal audience that has accompanied him in his evolution as an artist. We are excited to collaborate with him on this challenge #PesoPlumaVinoTinto on YouTube Shorts. It’s a great moment for Mexican music and I am excited to help bring the music of Doble P to people around the world”.

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