How Leap Boosts Engagement at OCESA’s Music Festivals
Leap delivers results
70.6%
Total fans downloaded the app (out of ~160,000 attendees)
7.74%
Increase in registrations through the app from the previous year
26%
Registered users answered survey questions (all questions were optional)
9.6%
Registered users who participated in the scavenger hunt
*Data collected from Vive Latino presented by Amazon in 2025 compared to 2024
The Force Behind The Biggest Festivals in Mexico
Known as the largest concert promoter in Mexico, OCESA prides itself in powering over 3,000 events to millions of fans across Mexico and Colombia each year, including some of the biggest music festivals in Latin America. Founded in 1990, this company has since been acquired by Live Nation in 2021 and now operates out of its headquarters in Mexico City. They host a number of popular festivals – such as Coca-Cola Flow Fest, Corona Capital, and Vive Latino presented by Amazon – as well as other major events like NASCAR and the Lion King.
Since 2019, Leap has partnered with OCESA to empower their events with our mobile app and fan engagement solutions. At the time of writing this story, we implemented a badge circuit at Vive Latino presented by Amazon, which is Mexico City’s longest running music festival and the ultimate experience for rock enthusiasts.
We met with Junior Marketing Manager Tamara Gastelum to discuss how Leap boosts engagement with fans, provides more data for sponsors, and has strengthened our overall partnership with OCESA.
How Leap’s Badge Circuit Amplified Fan Engagement
Data is a critical driver to every decision at OCESA. As a data-driven company, Leap Event Technology empowers their organization to capture more data than ever before, while elevating the fan experience. This is done specifically through Leap’s tailored mobile app and onsite fan engagement platform. “Every opportunity we have to capture data is a big yes, always.” Gastelum noted, “That’s why we want to continue to push these types of experiences.”
OCESA implemented Leap’s attendee engagement solution for the first time in March 2025 for Vive Latino presented by Amazon, and Gastelum highlighted that “having the Leap team guide us every step of the way was really helpful.” Let’s dive into how this technology worked at their music festival!
The Badge Circuit at Vive Latino presented by Amazon
For this badge circuit, QR codes were displayed on the screens on either side of each stage between performing artists. The badge circuit was promoted to fans through in-app push notifications, social media, their website, and email. Once they download the festival’s official mobile app (created by Leap!), fans would scan these codes to earn badges, and OCESA would gain valuable data from each touchpoint. “It’s been great because a lot of fans spend hours and hours on our festivals, and they have a lot of things to do,” she noted. Leap’s gamification offering played a key role in fans’ downtimes between artists especially – a vital moment to be present to drive nonstop engagement.
Once fans got all three badges for the day, they could go to the prizing station to pick up their exclusive free merch. These QR codes would be within the slideshow rotation on the stage screens, keeping fans on their toes to try and win all three badges on both days of Vive Latino presented by Amazon. “The fans were really, really excited to get those prizes,” Gastelum emphasized. “They were blown away with the gifts and were really excited to keep participating in this type of experience. …They really loved it and [told me] they want to see it in other festivals.”
When reflecting on the process of creating and running the circuit, she shared “it was really a fun experience [for her team], and I believe it went really smoothly… it really gave us some peace of mind knowing that you were behind us.” Overall, the success of the badge circuit at Vive Latino presented by Amazon showcased how Leap’s innovative solutions can create memorable, interactive experiences at their large-scale events.
How OCESA Strengthens Their Sponsorships with Leap
For sponsors, Leap empowers OCESA to sell more invaluable opportunities that drive awareness to thousands of fans through gamification, mobile display ads, and other in-app placements like specific landing pages or pins on the venue map. For example, by engaging with a sponsored game in the app, fans could win VIP tickets to the 2026 festival or vintage merchandise. “These types of things are really exciting for the fan, and those are the things that really help us create some engagement with them,” Gastelum emphasized.
Gaining access to this attendee data from both OCESA’s onsite and digital experiences is a strategic move for sponsors. As Gastelum explained, “We know that the fans downloading the app are truly fans,” making this highly targeted reach incredibly valuable for their corporate partners. “The data capture that we had this year was truly amazing,” she noted. With this data, she can curate products and email campaigns to gather and share data from that initiative with the sponsor. For example, with Amazon as their presenting partner for Vive Latino presented by Amazon, she can use the first party data in her communications to incentivize a unique experience if they register for Amazon Prime.
“I believe that you’re going to be a key partner in this whole transformation that we’re having in OCESA [to become a digital-first company] … and we see a lot of potential in making even greater use of technology that you offer.”
Tamara Gastelum
Junior Marketing Manager at OCESA
How Leap Can Capture More Data at Any Major Event for OCESA
Beyond Vive Latino presented by Amazon, OCESA has more first-party data than ever before to leverage with the help of Leap Event Technology. “In every single concert, in every single festival, every single event that I have, I use my first-party data all the time,” stated Gastelum. By leveraging Leap’s mobile app and fan engagement solutions, OCESA can offer unique gamification opportunities and the first-party data that coincides with it from thousands of fans. Seeing how fans spend many hours at their festivals and enjoy these supplemental experiences, she added. “I’m trying to have [your technology] in every single one of our festivals now.”
Since OCESA has a large number of sponsors at each festival, this also opens up more sponsorship opportunities when there’s no more physical space on the festival grounds. Thanks to Leap, they can still drive awareness in the app to a particular brand that might not have an onsite presence. To this point, she added, “It’s been awesome to work with you guys because, thanks to you, we’ve been able to explore new products, ideas, and digital strategies for our sponsors that bring so much more value to the sponsorship programs that we have right now.”
The Power of Integration
A key differentiator that OCESA appreciates about Leap is how seamless our technology integrates with each other. Concerning this, Gastelum emphasized, “I would trust the whole process more if everything is done through you.”
Seeing that there are still festivals under OCESA that have yet to collaborate with Leap, Gastelum emphasized, “I want to work with you all the time – in every single festival.” While it’s preferred to streamline all a festival’s event technology through Leap, we can still easily work with certain festivals using a mobile app from a different vendor. Leap can do this through integrating our fan engagement solution into a third-party app and capturing more data via registration and gamification that way.
“[The app] is something that is really working. It’s a really good technology. The fans really loved it, and the sponsors are really happy with it. The confidence that that gives me is amazing.“
Tamara Gastelum
Junior Marketing Manager at OCESA
The Dedication of Our Team
As a truly all-in-one solution, not only is all of OCESA’s data and technology with Leap streamlined, they rely on our trusted account managers and passionate support team who’re experts in the live events industry. Gastelum highlighted, “The whole support that you’re giving us, it’s something that I haven’t received from other vendors. So, that’s something that I really appreciate about you guys.”
Leap’s team makes sure OCESA understands the power of our event technology, ensures our projects get executed in a timely manner, and walks them through every step of the way. “The whole communication that we’ve created with you guys is something that is really valuable for me,” she noted. Since OCESA manages huge festivals, she emphasized how it’s always a bit scary to try new things and test new technologies, but Leap always executes with excellence. Overall, “working with Leap has been a really enriching experience,” Gastelum stated.
The Future of OCESA’s Festivals with Leap
By seamlessly integrating gamification into the event experience, Leap has empowered OCESA to engage fans at Vive Latino presented by Amazon in meaningful ways while capturing valuable data to drive future strategies. The badge circuit and the enthusiastic response to it from fans underscored just how impactful these experiences can be, proving that even simple rewards have the power to amplify engagement.
As OCESA continues its journey toward becoming a digital-first company, Leap is playing a pivotal role in their transformation. Looking into the future, Gastelum described Leap as “a key partner in this whole transformation that we’re having in OCESA.” Sponsors are increasingly prioritizing digital strategies, and with Leap’s technology, OCESA is perfectly positioned to meet and exceed those expectations at future festivals.
Together, Leap and OCESA are creating unforgettable festival moments while laying a strong foundation for a tech-forward future. This same mindset carries into every type of event that Leap works with. Want to find out more? Contact our team to see what we can do for your experiences, like we are with OCESA!
“Working with Leap has been a really enriching experience. It’s been awesome to work with you guys because, thanks to you, we’ve been able to explore new products, ideas, and digital strategies for our sponsors.“
Tamara Gastelum
Junior Marketing Manager at OCESA
