Soccer United Marketing (SUM), the marketing arm of Major League Soccer (MLS) enlisted the help of leading lifestyle marketing agency MKTG to support their effort to, for the first time ever, stage an exclusive event “The Batalla Viewing Party” in downtown LA for a World Cup qualifying game between rivals Mexico and USA. ‘
The event, entitled “The Batalla” (The Battle), 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 (name of Mexican National Team) fans.
The goal of the event was to engage millennial fans of the Mexican National Team on a deeper level through an unexpected, culturally rich, social and live experience. The creative approach to the Batalla utilized a stylized and modern treatment that tipped its hat to the popular Mexican card game called La Lotería that is very popular among the Mexican National team fan base.
MKTG transformed an empty 25,000 square foot loft and parking lot space in the LA Arts District into a culturally-relevant, trendy, cool, urban environment designed specifically to immerse modern day soccer fans in the experience of their love and deep passion for soccer.
The celebration took place all day, culminating in the showdown between the two national teams on giant 16-foot screens around the space. Throughout the day, fans enjoyed live entertainment from some of their favorite DJs including DJ Eddie One from LA’s 96.3FM, and band Jungle Fire. Sponsored activities included custom cocktails from sponsor El Jimador, a live interactive social media wall, as well as life-sized cutouts of MNT players for fan photos were presented by Wells Fargo and LA Football Club (the local MLS team) was on site distributing swag. LAFC’s very spirited Supporter’s Band surprised the guests and got them on their feet dancing and cheering on El Tri wildly!
All creative and event elements including custom posters (wild posted around Los Angeles), signage, apparel, giveaways as well as a robust digital campaign were handled by MKTG and our partner agency Gravity, a recent acquisition by Dentsu Aegis Network that specializes in multicultural marketing.
See below for photos from the activation!
Via:: MKTG Blog