OXXO x Tecate Pa’l Norte
OXXO partnered with Tecate Pa’l Norte, Mexico’s largest music festival, to launch a digital loyalty campaign aimed at boosting engagement and brand awareness. The campaign was integrated into the miOXXO app, where customers could play games, complete missions, and earn chances to win festival tickets and prizes.
Jul 19, 2023
CLIENT
OXXO
CLIENT
OXXO
CLIENT
OXXO
Role
UX Designer
Role
UX Designer
Role
UX Designer
Service
Product Design
Service
Product Design
Service
Product Design
Project Overview
Project Overview
Project Overview
Challenge
Increase use of the miOXXO app
Drive customer participation in the campaign
Boost brand awareness through festival association
Increase in-store basket size
Deliver a fun, visually striking experience consistent with festival branding
Objectives:
Create a game that feels fun and addictive
Showcase prizes as the campaign’s core attraction
Use a points system to determine winners
Limit daily plays to encourage store visits, ad interactions, and survey participation
Align visual identity with Tecate Pa’l Norte 2023 festival graphics
Approach & Design Leadership
Strategic Planning
Developed wireframes to define project scope and focus
Built a content inventory to structure all campaign elements in the app
Visual Identity & UX Design
Designed a visual style inspired by Tecate Pa’l Norte 2023: festival colors, custom icons, bold typography
Added skewed layouts, strong strokes, and shadows for energy and dimensionality
Ensured prizes and rewards were the central visual focus
Collaboration & Delivery
Maintained close communication with OXXO to align design decisions with campaign goals
Worked with developers to ensure smooth implementation of game mechanics and visual assets
Balanced marketing goals with a strong user-centered approach to keep the experience engaging
Challenge
Increase use of the miOXXO app
Drive customer participation in the campaign
Boost brand awareness through festival association
Increase in-store basket size
Deliver a fun, visually striking experience consistent with festival branding
Objectives:
Create a game that feels fun and addictive
Showcase prizes as the campaign’s core attraction
Use a points system to determine winners
Limit daily plays to encourage store visits, ad interactions, and survey participation
Align visual identity with Tecate Pa’l Norte 2023 festival graphics
Approach & Design Leadership
Strategic Planning
Developed wireframes to define project scope and focus
Built a content inventory to structure all campaign elements in the app
Visual Identity & UX Design
Designed a visual style inspired by Tecate Pa’l Norte 2023: festival colors, custom icons, bold typography
Added skewed layouts, strong strokes, and shadows for energy and dimensionality
Ensured prizes and rewards were the central visual focus
Collaboration & Delivery
Maintained close communication with OXXO to align design decisions with campaign goals
Worked with developers to ensure smooth implementation of game mechanics and visual assets
Balanced marketing goals with a strong user-centered approach to keep the experience engaging
Challenge
Increase use of the miOXXO app
Drive customer participation in the campaign
Boost brand awareness through festival association
Increase in-store basket size
Deliver a fun, visually striking experience consistent with festival branding
Objectives:
Create a game that feels fun and addictive
Showcase prizes as the campaign’s core attraction
Use a points system to determine winners
Limit daily plays to encourage store visits, ad interactions, and survey participation
Align visual identity with Tecate Pa’l Norte 2023 festival graphics
Approach & Design Leadership
Strategic Planning
Developed wireframes to define project scope and focus
Built a content inventory to structure all campaign elements in the app
Visual Identity & UX Design
Designed a visual style inspired by Tecate Pa’l Norte 2023: festival colors, custom icons, bold typography
Added skewed layouts, strong strokes, and shadows for energy and dimensionality
Ensured prizes and rewards were the central visual focus
Collaboration & Delivery
Maintained close communication with OXXO to align design decisions with campaign goals
Worked with developers to ensure smooth implementation of game mechanics and visual assets
Balanced marketing goals with a strong user-centered approach to keep the experience engaging
Results
Results
Results
Impact
High user engagement: Game perceived as fun and addictive
Behavioral insights: Showing personal scores instead of a leaderboard increased motivation to improve scores
Festival ticket draws: Midway prize distribution was so successful that new prizes were added for a second round, expanding campaign appeal beyond Monterrey
Improved participation: Homepage redesigns, push notifications, and continuous monitoring increased daily access and engagement
Brand impact: Visual consistency with Tecate Pa’l Norte successfully amplified OXXO’s festival presence and strengthened customer loyalty
Key Takeaways
Creativity and consistency: Aligning with a major festival’s identity required balancing OXXO’s branding with a bold, energetic design approach
Iterative adaptation: Insights from user behavior (e.g., score display, prize emphasis) were key to maximizing engagement mid-campaign
Future improvements: I would refine coupon entry, improve navigation, and highlight secondary prize draws earlier to further drive participation
Outcome: The OXXO x Tecate Pa’l Norte campaign became a highly engaging, visually striking loyalty experience, demonstrating my ability to lead creative, user-centered design that drives measurable engagement in a branded campaign context.
Watch here OXXO's marketing for this campaign.
Impact
High user engagement: Game perceived as fun and addictive
Behavioral insights: Showing personal scores instead of a leaderboard increased motivation to improve scores
Festival ticket draws: Midway prize distribution was so successful that new prizes were added for a second round, expanding campaign appeal beyond Monterrey
Improved participation: Homepage redesigns, push notifications, and continuous monitoring increased daily access and engagement
Brand impact: Visual consistency with Tecate Pa’l Norte successfully amplified OXXO’s festival presence and strengthened customer loyalty
Key Takeaways
Creativity and consistency: Aligning with a major festival’s identity required balancing OXXO’s branding with a bold, energetic design approach
Iterative adaptation: Insights from user behavior (e.g., score display, prize emphasis) were key to maximizing engagement mid-campaign
Future improvements: I would refine coupon entry, improve navigation, and highlight secondary prize draws earlier to further drive participation
Outcome: The OXXO x Tecate Pa’l Norte campaign became a highly engaging, visually striking loyalty experience, demonstrating my ability to lead creative, user-centered design that drives measurable engagement in a branded campaign context.
Watch here OXXO's marketing for this campaign.
Impact
High user engagement: Game perceived as fun and addictive
Behavioral insights: Showing personal scores instead of a leaderboard increased motivation to improve scores
Festival ticket draws: Midway prize distribution was so successful that new prizes were added for a second round, expanding campaign appeal beyond Monterrey
Improved participation: Homepage redesigns, push notifications, and continuous monitoring increased daily access and engagement
Brand impact: Visual consistency with Tecate Pa’l Norte successfully amplified OXXO’s festival presence and strengthened customer loyalty
Key Takeaways
Creativity and consistency: Aligning with a major festival’s identity required balancing OXXO’s branding with a bold, energetic design approach
Iterative adaptation: Insights from user behavior (e.g., score display, prize emphasis) were key to maximizing engagement mid-campaign
Future improvements: I would refine coupon entry, improve navigation, and highlight secondary prize draws earlier to further drive participation
Outcome: The OXXO x Tecate Pa’l Norte campaign became a highly engaging, visually striking loyalty experience, demonstrating my ability to lead creative, user-centered design that drives measurable engagement in a branded campaign context.
Watch here OXXO's marketing for this campaign.
