OXXO Premia
A gamified loyalty activation for Tecate Pa'l Norte.
OXXO is one of Mexico's most iconic convenience store chains. They engaged us to build a digital activation for their loyalty programme, OXXO Premia, in partnership with the Tecate Pa'l Norte music festival — with the aim of lifting visibility and participation through a gamified, mobile-first experience.
We designed a mini-game flow as the campaign's central digital touchpoint: an interactive experience rewarding people for engaging with OXXO Premia during the festival. It works as entertainment and as a conversion funnel at the same time, bringing in new sign-ups while giving existing members points, perks and exclusive access.
The UX was built for festival-goers in motion — fast, unambiguous, playable one-handed in a crowd. The UI matched the energy of the event, weaving branding from both OXXO Premia and Tecate Pa'l Norte into one coherent experience. Blending gamification with loyalty strategy let OXXO reach a younger, experience-driven audience and turn a convenience programme into a moment of entertainment.
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