The Partner
OCESA is the largest live event promoter in Mexico and organizes some of the hottest music festivals in the world. With festivals like EDC Mexico, Corona Capital and Coca-Cola Flow Fest, OCESA is at the heart of live music in Mexico.
Ahead of the 2025 EDC Mexico lineup drop, OCESA launched a campaign with a dual mission: build organic hype and identify the artist affinity of the fans in attendance.
The Challenge
The OCESA team wanted to do more than just get people talking about their 2025 lineup — they saw their lineup promo as a chance to tap into fans' artist affinity and better understand the connections fans have with the artists that make up the EDC Mexico community. Essentially, they wanted to figure out exactly who their fans were fans of.
The Strategy
Using Tradable Bits, OCESA’s marketing team identified a campaign that would:
- Build excitement around the potential lineup
- Drive organic pre-event fan engagement
- Capture valuable fan data in the process
The Campaign
OCESA launched a Predict the Lineup campaign, giving fans the chance to take their best shot at guessing who would be hitting the stage at EDC Mexico 2025.
The Result
The campaign ran for just two and a half days and was fuelled purely through organic social promotion. That didn’t stop OCESA from achieving incredible results.
- With 75K people reached and 18K artist mentions on social media, the campaign didn’t just drive organic engagement — it turned EDC Mexico’s fanbase into a marketing engine of its own. Fans spread the word about the lineup drop across their own social channels, proving that a well-built organic strategy can be just as powerful as paid ads.
- 9,928 participants entered the campaign, which meant that (if they weren’t already), they’d now be added to OCESA’s database – helping to build richer fan profiles to better target audiences for future marketing initiatives.
- Fans registered their affinity of 5,500 artists, giving OCESA invaluable insight into which artists their known audience wants to see — intel that will play a key role in shaping future festival lineups.
Here’s why it worked so well:
- High Intent Fan Moments: When news about lineup drops hit, fans are more active than ever, constantly checking socials for any clue about who the headliners will be. This is the prime time for engagement — and a great opportunity to get fans off the platform and into your database.
- Multi-Channel Push: Promoting the campaign across both EDC and OCESA’s socials made sure that even those who were following OCESA and were not following EDC were in the loop (and vice versa) – a simple but effective way to reach different levels of the fandom.
Fun. Plain and Simple. Everyone loves a good guessing game, and with studies showing that gamification can increase customer engagement by 48%, this was a smart way to not only incentivize fans to participate but a fun way to build anticipation for the big reveal.
The Conclusion
OCESA’s use of our Lineup Predictor campaign to track artist affinity proves that engagement campaigns aren’t just for engagement — they lay the groundwork for bigger, better, and more meaningful fan experiences.
In the weeks and months leading up to a festival, every fan interaction is a chance to gather actionable insights. OCESA did just that — driving organic engagement while ensuring future lineups are packed with artists their fans actually want to see.
Happy Fan Marketing!
