Dale 10
Open the game- Brand
- Pitbull
- Year
- 2025
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Wayward Creative
Objective
The campaign marked the 10th anniversary of Pitbull's Dale by turning nostalgia into re-listens: the game pre-saves the album to a fan's Spotify or Apple Music library, follows the artist on their behalf, and collects email opt-ins for Pitbull and Mr. 305 Records. It also doubled as a teaser for the upcoming Underdogs album.
Solution
Players land on game.pitbullmusic.com, agree to receive messages from Pitbull and Mr. 305 Records, and link their Spotify or Apple Music account to enter. That drops them into a stylized 3D Miami with Dale playing in the background, where they roam as a 3D Pitbull and hunt for collectibles tied to individual tracks. Each find unlocks one of four mini-games: an El Taxi–themed street race, a bank-vault puzzle where scrambled song titles need unscrambling, a speedboat race, and a recording-studio challenge where mixed-up audio stems have to be put back in the right order. A session ends once a player has worked through the available mini-games and collectibles.
- 1
The game opens on a title screen labeled "DALE CHALLENGE / 10th Anniversary" that loads the world, then presents a consent screen: entering requires agreeing to receive email communications from Pitbull and Mr. 305 Records, tying entry to an email opt-in.
- 2
Players authenticate with a connected streaming account, either Spotify or Apple Music, to enter the experience.
- 3
On login, the game automatically pre-saves the Dale album to the player's library and follows the artist, with no extra action required.
- 4
A built-in audio player streams the Dale album as background music throughout the session, with playback controls accessible without leaving the game.
- 5
Players control a 3D avatar of Pitbull in an open, freely explorable city modeled on Miami.
- 6
Collectible items tied to individual album tracks are scattered around the city, found by exploring different locations.
- 7
Picking up collectibles unlocks mission access to themed mini-games.
- 8
The unlocked mini-games vary in mechanic: a speed race driving a taxi ("El Taxi"), a word-unscramble puzzle that opens a bank vault by reassembling scrambled song titles, a speedboat race along the coastline, and a studio challenge that arranges shuffled audio stems back into a track.
- 9
The game also surfaces new material to fans, including a teaser of the Underdogs album and an El Taxi ride featuring a collaboration.
