mexico

Proof That Cultural Insight Drives Performance.

Summary: Soccer United Marketing and sponsors like Bud Light and Wells Fargo needed more than visibility—they needed connection. Our campaign turned deep cultural understanding into measurable engagement, igniting a fan experience that made brands part of the celebration.

Services Provided For This Project:

Multicultural Consultation
Consumer Insights
Strategy
Media Planning & Buying
Digital Media Planning & Buying
Creative
Production

Consumer Promotions
Strategic Alliances
Event Sponsorship
Event Activation
Publicity & Public Relations

Soccer United Marketing, the dynamic marketing powerhouse behind Major League Soccer, had a goal: to craft an unforgettable local experience for league sponsors including Bud Light, el Jimador tequila, Wells Fargo, and Pepsi, all tied to the electric MEX vs. USA World Cup qualifier held in Mexico.

In the heart of the largest Mexican community in the U.S. – Los Angeles – we knew we had to do more than just lure fans away from their cozy living rooms and barstools. We needed to strike a cultural chord, ignite a sense of community, and create something that transcended the typical viewing party.

Enter our partners in crime, the experiential geniuses at MKTG. Together, we conjured up a one-of-a-kind soccer fiesta– a watch party unlike anything before it. Our creative approach was a fusion of cultural magic: we blended the essence of lotería (Mexican bingo) with the playful double entendre of El Tri players (think Vela, Reyes, and their triumphant dance on the pitch).

With a mere two weeks to set the stage, we launched an all-out blitz on Hispanic sports aficionados – whether they loved futbol, football, baseball, basketball, or boxing. Our iconic lotería-inspired creative adorned billboards, dominated social media, and took center stage in programmatic media.

And the grand finale? Well, it was nothing short of spectacular. Over 1,000 attendees flocked to the event in just 14 days, all achieved with a budget of less than $10,000. Wells Fargo and Jimador tequila couldn’t stop grinning from ear to ear, and the fans? They loved the creative so much that they literally snatched posters off the walls to take home as cherished souvenirs. Wells Fargo, so smitten with the lotería magic, even spun it into their own futbol-inspired ventures. Now that’s what we call a game-winning play.

BTW, we recently found a stash of posters left over. Give us a call if you’d like one.

A decorative event ticket design featuring a large skull with floral and tribal patterns, a crown on top, a textured background, and intricate gold scrollwork around the border. The text on the ticket reads 'The Batalla Viewing Party 06.11.17 // MEXV
A card featuring an illustration of green chicharito peas in a pod on a pink background, with the word 'CHICHARITO' written at the bottom.
Illustration of two monks standing back to back, each holding a different object. The monk on the left holds a closed red book, and the monk on the right holds a white flower. There is a glowing yellow halo behind their heads, set against a green bac
A tarot card featuring a lit candle on a gold candle holder against a red background, with the number 11 at the top and the name 'Carlos Vela' at the bottom.
A drawing of a gray safe with a combination lock on a green background, framed with intricate gold and black borders, and the name Andrés Guardado at the bottom.
A card featuring a gold crown with black jewels on a red background, bordered with ornate black and gold design. The card has the number 23 at the top and the name 'Diego Reyes' at the bottom.
Illustration of a soccer player in a green jersey and gray shorts kicking a soccer ball, with a red background and decorative black border. The name 'Miguel Layun' is written at the bottom.
Illustration of a soccer player in a green jersey, white shorts, and red socks, running on a green field. The card is labeled with the number 4 and the name Rafa Marquez.
Three posters on a beige wall, with two promoting The Batalla Viewing Party and the middle one featuring a green butterfly illustration. Night scene with a street and telephone pole in the background.
Posters on a wall advertising the Battala Viewing Party on Sunday, June 11th, 2017, featuring a black ornate design with skull and floral patterns, and a central candle illustration.
A sidewalk with a wall displaying multiple posters about 'The Batalla Viewing Party' event on June 11, 2017. The wall has a brick and plaster surface, with a window barred by black decorative metal grills and another poster on a metal grid.
A white brick wall with two posters attached; one advertises THE BATALLA VIEWING PARTY, and the other shows an image of a safe with the name ANDRES GUARDADO.

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