connect with latinx futbol fans at A deeper level

Soccer United Marketing, the marketing arm of Major League Soccer, sought to provide a value-added local event for league sponsors, Bud Light, el Jimador tequila, Wells Fargo, and Pepsi tied to the MEX vs. USA World Cup qualifier played in Mexico.

The largest concentration of Mexicans in the U.S. sits in Los Angeles. But, to pry fans away from their dens or bar stools we needed to strike a strong chord on cultural nuance, community, and create something bigger than just a viewing party.

Partnering with experiential agency MKTG, we created a one-of-kind futbol viewing party festival. Our creative approach for the event was to blend two cultural nuances: lotería (Mexican bingo) with the double-meaning of El Tri players (i.e. Vela, Reyes).

With two weeks to pre-promote the event, we aggressively targeted Hispanic sports fans-- futbol, football, baseball, basketball, boxing-- by leveraging our iconic lotería creative in outdoor, social, and programmatic media. 

Attendees obtained in 2 weeks with less than $10,000 in media.

Wells Fargo and Jimador tequila sponsors report to be very happy with event.

 Fans loved the creative so much they were literally ripping posters off the wall to take home with them. 

 Wells Fargo loves the loteria creative so much that they adapt it for their own futbol integrations.