We created a toll-free hotline named after the dreaded chorus: 1-86-NoSabeNA or 1-86-YouKnowNothing Puerto Rico’s first “Bomba” generating service. Musicians were standing by 24/7 to generate a “Bomba” and help Puerto Ricans avoid the embarrassment of “Knowing Nothing” or “No Sabe Na.” The hotline allowed callers to listen to their bomba, receive it as a text or download it as a ringtone. The service was advertised on POP, Outdoor, Live Radio Integrations, TV and millions of specially labelled packages of Pepsi, which made sure that the number was always handy at any party where a “Bomba” was needed.

Over 300,000 households came in contact with Barea’s emotions. Over 60,000 people followed them through social media, and the internet and mobile sites. Gatorade achieved more buzz than any brand during the games and even managed to inspire a new nickname for Barea: “The Heart of Puerto Rico”.