Sony Music US Latin has teamed up with Landmrk, a location-based experiences platform, to promote the upcoming album release of multi-award winning, multi-platinum international recording artist Shakira.

The Search for El Dorado campaign uses Landmrk’s platform to place exclusive digital content in locations around the world relating to Shakira’s 11^th studio album El Dorado – set to be released Friday 26 May. It enables Sony Music to engage Shakira’s 250m social media followers through 890 hotspots across 99 countries.

“At Sony Music, we’re always looking for innovative new ways to engage with our artists’ followings,” said Ricardo Chamberlain, digital marketing manager at Sony Music US Latin. “Having worked with Landmrk before on an award-winning project, we know location campaigns are the ideal way to get fans all over the world to actively involved in projects while also providing them with rewards for doing so.”

By logging into the album’s mobile web platform, fans are able to find local ‘hidden treasures’ based on their location. These locations give fans the opportunity to unlock album exclusives, behind-the-scenes footage, or the chance to be guided to an exclusive performance by Shakira in New York City’s Washington Square Park.

Fans are also encouraged to share ‘golden’ selfies to the platform and on social media to ‘turn their city gold’. Almost 200,000 people are said to have engaged with the platform in the first two days.