To connect with the audience in an authentic way, the strategy focused on creating an immersive experience that combined baseball with Mexican culture, enhancing its dissemination through digital content. 

The main axis of the activation was a Turibus tour in which 20 influencers lived the experience in two exclusive days. Along the way, various activities were designed that immersed them in the world of MLB as they explored iconic sites in Mexico City. 

• Visits to iconic points: The Cibeles Fountain and Diana the Huntress were scenarios where influencers generated content in real time. 
• Baseball-flavored gastronomy: As part of the experience, attendees enjoyed tacos designed by MLB players, uniting Mexican culinary tradition with sports, which encouraged conversation on social networks. 
• A mural that told a story: The route included a visit to a giant mural in the San Miguel Chapultepec neighborhood, where art and baseball merged into a striking visual representation that captured the essence of the event. 
• Adrenaline closing: To culminate the experience, the influencers attended a sports bar where they not only watched the games, but also participated in batting cages, interacting with baseball more closely and generating organic content in real time.
  

The combination of an immersive experience with an effective digital strategy managed to connect with MLB fans and attract new audiences. 

The event not only highlighted the exclusive broadcast of the matches on ESPN and Star+, but also managed to generate an organic conversation on social networks. More than 26.9 million people were reached, consolidating this experience as an effective strategy to strengthen the bond between MLB and its community in Mexico. 

The 2024 MLB Mexico City Series not only reinforced MLB's presence in Mexico, but also demonstrated how a well-executed strategy can transform a sporting event into an unforgettable cultural experience. When sport and culture come together, the impact is unstoppable.