Mexico vs U.S.A. Batalla Viewing Party

MLS and Wellsfargo came to MKTG looking for an opportunity to give back to their Mexican American customers, and we knew that the Batalla was the perfect opportunity. For Mexican futbol fans, The Batalla is one of the biggest events leading up to the all-important World Cup. As of late, this traditional showdown with The United States has only intensified due to recent…geo political dialogue. We set out to give these futbol diehards an opportunity to come together as a community in a nation where they often feel disconnected from their families back home. Our idea was to create an event that would allow our audience to cheer on their homeland while experiencing the smells, sounds, tastes, and artworks of home at the same time. Soccer United Marketing (SUM), the marketing arm of major league soccer (MLS) enlisted the help of MKTG to support their effort to, for the first time ever, stage an exclusive viewing party event in downtown la for a world cup qualifying game between longtime rivals Mexico and USA. The event entitled the Batalla, harnessed the anticipation and historical implication of the match between the two national teams, and presented an opportunity for mexico’s loyal fans to come together as a community to cheer on their team with fellow El Tri. The goal of the event was to engage millennial fans of the Mexican national team on a deeper level through and unexpected culturally rich, social and live experience.