Culpa Nuestra x Amazon Prime Video & Amazon Music
Turning soundtrack promotion into fandom-driven social storytelling
For the release of Culpa Tuya, one of the most anticipated young adult film releases in Spain, Morning Coffee partnered with Amazon Music to develop a social-first entertainment campaign built around the film’s exclusive playlists and soundtrack universe.
Rather than approaching the campaign through traditional movie promotion formats, the project transformed the emotional dynamics of the saga into participatory content designed specifically for fandom culture on TikTok and Instagram.
The result was a creator-led content ecosystem where music, characters, audience reactions and internet culture merged into one highly shareable social experience.
THE CHALLENGE
The campaign needed to achieve multiple objectives simultaneously:
- Drive awareness and traffic toward Amazon Music’s exclusive Culpa Tuya playlists.
- Connect organically with the fandom surrounding the franchise.
- Make soundtrack promotion feel entertaining instead of transactional.
- Build social-native content formats capable of generating engagement beyond the film release itself.
At the same time, the campaign had to speak directly to Gen Z audiences deeply immersed in shipping culture, edits, fandom conversations and emotionally driven online communities.
Traditional entertainment marketing formats alone wouldn’t be enough.
THE APPROACH
Morning Coffee developed a creator-first social strategy inspired by the emotional language and online behaviors already surrounding the Culpa Tuya fandom.
Instead of centering the campaign around conventional press interviews, the project translated the film’s emotional tension, romance and drama into interactive social formats tied directly to the soundtrack and playlists.
The campaign combined:
- Cast interviews
- Creator collaborations
- Fan interaction formats
- Playlist-driven storytelling
- Red carpet entertainment content
- Social-first junket dynamics
The creative approach focused on making music feel like an extension of each character’s personality and emotional arc. Formats included:
- “Track Culpa De…”, where cast members assigned soundtrack songs to different characters based on personality traits and emotional moments.
- “Drama o Love?”, inviting fans to classify soundtrack songs according to whether they belonged to moments of romance or emotional chaos within the saga.
- “Spoilers en Canciones”, where actors hinted at plot developments using only soundtrack references and song titles.
- “Final Delulu”, encouraging fans to imagine emotionally unrealistic happy endings for the characters using songs from the playlist as emotional references.
The project also incorporated creator-led vlogs, fan interviews and collaborative posting mechanics with creators aligned to the film’s audience demographic.
Visually, the campaign embraced TikTok-native pacing, fandom aesthetics and reactive editing styles rather than polished entertainment advertising, allowing the content to feel closer to fan culture than branded communication.
THE RESULTS
Culpa Tuya became the single strongest organic performance driver for Amazon Music Spain during January 2025.
Across only two main assets, the campaign generated:
- 2.6M organic impressions
- 67.9K engagements
- 97% of all monthly engagements across Amazon Music Spain’s channels.
The standout content piece, an interview format where actors matched songs to different characters, became the platform’s top-performing asset of the month:
- 2.5M Instagram impressions
- 49.3K engagements
- 11.2% engagement rate on TikTok organic.
Audience sentiment was overwhelmingly positive, with fans heavily interacting through comments, reposts and saves. The campaign also generated:
- 4K saves on Instagram
- The highest comment volume across all monthly content
- Strong international fandom interaction, including non-Spanish-speaking audiences engaging with the content emotionally despite language barriers.
Paid activity further amplified performance:
- 8.9M TikTok paid impressions
- 1.8M Instagram paid impressions on the main junket asset.
The campaign additionally validated several strategic learnings:
- Interview formats outperform static entertainment promotion.
- Fast-paced edits and multiple visual changes significantly improve retention on TikTok.
- Creator collaborations and fandom participation dramatically increase engagement performance.
THE IMPACT
Culpa Tuya x Amazon Music demonstrated how entertainment marketing can evolve into participatory internet culture rather than one-way promotion.
Instead of simply advertising the soundtrack, the campaign transformed songs into emotional storytelling devices audiences could actively use to discuss characters, relationships and theories around the film universe.
The project reinforced Amazon Music’s positioning within youth entertainment culture while showcasing Morning Coffee’s ability to create fandom-driven social ecosystems capable of generating both massive reach and genuine emotional engagement.
