| Objective | Awareness + First-Party Data Collection |
| Campaign Used | Predict the Lineup |
| Season | Pre-sale / Lineup Tease |
| Tactics Used | Gamification, Voting, Fan Opinion Capture, Organic Social Amplification |
| Sponsor Tie-In | None, but this format is highly brandable for future partners (e.g. a "Guess the Lineup Presented by "X" with a prize incentive) |
What they did
In the lead-up to EDC Mexico, OCESA flipped lineup speculation into a tentpole engagement moment.
Rather than let the rumour mill churn on its own, they launched a Predict the Lineup campaign from Tradable Bits. Fans were invited to guess which artists they thought would be taking the stage before the official reveal - no prize, just bragging rights and the thrill of getting it right.
It was simple, fast to launch, and wildly effective:
- 9000+ participants without a single paid ad
- Rich insight into artist demand & genre preferences
- Organic buzz that kept fans checking back on socials for the big reveal
Why this campaign works
- Gamifies anticipation: Waiting is boring. Guessing is additive - this added a natural touchpoint for fans to participate in the festival coming together.
- Perfect timing: Taps into pre-announce hype, when fans are already emotionally invested and checking in on the festivals' socials.
- Data disguised as fun: Every vote doubled as first-party fan intelligence
- Zero incentives, big returns: Proved that the mechanic itself can be the draw (a.k.a. people love to share their thoughts, especially on their favourite artists)
💡 Steal this idea
If you're teasing an event lineup (or any big announcement) tap into that pre-reveal anticipation:
- Gamify the wait: Run a prediction contest where fans can guess, rank or vote on what's coming next
- Treat votes as data points: Segment your audience by artist interest, then retarget with hyper-relevant offers
- Amplify on socials: Encourage fans to post their picks and tag you, to create community amplification
One idea for next time
This campaign was strong as-is, but imagine adding a reward element. You could even layer in sponsor-branded prizing (tickets, VIP upgrades, exclusive experiences) for fans with the most accurate guesses. This small upgrade would:
- Increase participation
- Extend engagement until the reveal day (if the prizing matches the audience base)
- Opens up a new sponsorship asset for your partnerships team
Takeaway
This lineup predictor campaign by OCESA shows the incremental value of owning the moment before your lineup announcement when it comes to data, intent and lead-gathering. You turn idle speculation into measurable engagement, and in that process, capture fan data you can use for targeted marketing all season long.
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