The Partner

OCESA is the largest live event promoter in Mexico and organizes some of the hottest music festivals in the world, including EDC Mexico, Corona Capital and Coca-Cola Flow Fest. For EDC’s 10th anniversary, they created a video contest with a one-week turnaround time using the Tradable Bits platform. The goal of this campaign was to not only build anticipation for EDC 2024, but also generate data insights about how to grow their fanbase for the next 10 years to come. To enter the contest, participants posted videos of their festival attendance for the past nine years for the chance to win EDC 2024 tickets.

The Solution

To reach new fans as well, OCESA added a public voting round where any fan could vote, having the top 10 videos win. This resulted in OCESEA increasing the number of EDC fans in their database by 122K, a 5% increase in their database of addressable fans - which are all entirely new fans. With solely organic promotion, this post went viral across EDC Mexico’s social channels, ranking within their top 10 posts for that period. Despite the short campaign duration, the massive influx of data that resulted will help OCESA with segmentation and drawing fan connections, through features such as Tradable Bits’ share link redemptions.