Read how OXXO captures the excitement around the World Cup with a gamified promotion that boosts both in-store sales and mobile app engagement.
About OXXO
With over 24,000+ stores across the Americas, Mexico-based chain OXXO is a daily stop for over 14 million customers. Their goal is to be the go-to destination for convenience, whether that means a quick snack, a morning coffee, or a household essential. Loyalty and repeat visits are at the core of their growth strategy, and digital innovation plays a key role in keeping customers coming back.
With the 2026 World Cup hype building, OXXO wanted to launch a promotion that capitalized on the excitement. The challenge: they had just two weeks to go live to align with a World Cup milestone – a daunting task, given that a typical promotion usually takes them eight weeks to launch.
The Experience
OXXO chose Wyng to bring their idea to life: a football-themed gamified promotion inside their mobile app that rewarded customers for every in-store purchase. For every 50 pesos spent, participants earned “goals,” moving a virtual football closer to the net. At 25 goals, customers unlocked eligibility to win prizes – with rewards scaling in value from gift cards and balls to jerseys, bikes, and even TVs.
Participation began with a simple opt-in. New users joined by verifying their email with a one-time password, while existing loyalty members activated the promotion with a single click. Wyng collaborated with OXXO to integrate its loyalty program, Spin Premia, to reference purchase history and instantly update each customer’s progress in a visual progress bar.
To manage the high level of expected participation, and ensure compliance with Mexican sweepstakes regulations, OXXO added an extra layer of skill-based qualification: a timed football trivia quiz. Winners were determined by the number of correct answers and fastest completion times, creating fairness while keeping the competition exciting.
The Results
The 10-day campaign surpassed expectations:
- Engagement reached the same levels as OXXO’s typical two-month promotions, in just a fraction of the time.
- The promotion delivered a 4.0x return on spend, driven by the efficiencies of building on the Wyng platform. What would have required costly, time-consuming custom development was instead launched quickly and affordably, connecting offline sales with digital engagement at a fraction of the usual cost.
Just as importantly, the campaign proves the value of speed. According to the Head of Digital Product at OXXO Mexico:
“Time to market is extremely important to me, and an important metric in campaign success. With Wyng, we had the campaign launched in two weeks. Typically something like this would take at least eight weeks.”
With Wyng Services handling the custom data integration and campaign build, OXXO was able to execute flawlessly under tight timelines, all while ensuring regulatory compliance and delivering a polished customer experience.
Looking Ahead
The World Cup promotion demonstrated how OXXO can blend its massive in-store footprint with digital experiences to build loyalty and encourage repeat visits. By turning everyday purchases into a game tied to something their customers were already passionate about, OXXO deepened engagement while driving measurable results.
As the Head of Digital Product at OXXO Mexico noted, the campaign not only delivered ROI but also set a new benchmark for speed and innovation in OXXO’s digital strategy.
Ready to Build Your Own Gamified Promotion?
OXXO’s case is just one example of how Wyng helps leading brands bring creative campaign ideas to life quickly and effectively. Whether you’re looking to connect offline sales with digital engagement, launch under tight timelines, or drive loyalty with gamification, Wyng has the tools and services to make it happen. Contact us for a strategy session or demo.
