The Partner
OCESA is Mexico’s biggest live events promoter specializing in music events such as concerts and festivals. They are the promoters of beloved festivals such as EDC Mexico, Tecate Pal Norte, Corona Captial, etc. In 2023, while promoting Coca-cola Flow Fest, the team decided to experiment with something new.
The challenge
OCESA aimed to come up with more products that their partners could use. They wanted to increase their sponsorship inventory and create something that can be reused throughout other concerts and festivals. Keeping in mind that the fans spend about 6-8 hours at festival grounds, they looked to integrate the physical with the digital.
The Solution
Using the Tradable Bits platform, the OCESA team launched a Scavenger Hunt for their fans attending Coca-cola Flow Fest. Five barcodes were hidden across the festival grounds and once a fan located and scanned all of them, they were entitled to official festival merchandise. The scavenger hunt was gated by a sign-up form that allowed OCESA to collect first-party data.
The Results
The merchandise stalls were host to panting fans that had run across the entire venue to scan all the barcodes and come to redeem their merchandise. The Scavenger Hunt was a massive hit. The OCESA team had successfully identified a new product that can now be partner-branded and used across other events in the future. As a cherry on top, they were able to uncover an additional 400+ new leads – fans that were either part of group purchases or bought resold tickets, that can now be targeted directly.
Two birds with one stone.
OCESA’s Coca-cola Flow Fest Scavenger Hunt is this year’s Best In-Venue Activation for Entertainment.
