Mundial ViX
The 2026 FIFA World Cup is a once-every-four-years tentpole. I built the commercial strategy behind ViX's Mundial pass - a premium add-on designed to convert casual fans into paying subscribers through tiered pricing, aggressive pre-sale windows, cross-channel media synchronization, and retail integration at every major Mexican touchpoint.
3 windows. 3 decisions. One conversion path.
Tiered pricing served two goals: capture price-sensitive early converters before the tournament, and preserve revenue yield for late adopters who would pay full price regardless. Every window was designed around a specific audience behavior.
4 decisions that turned a sports event into recurring revenue.
The challenge with a one-time tentpole is that the audience shows up for the event and leaves. The Mundial pass was built to do the opposite - use a month of obligatory viewing to seed a long-term subscription habit that survives the final whistle.
Premium add-on, not a new product.
Structured the Mundial pass as an add-on to ViX Premium - so every World Cup subscriber also became a full ViX Premium subscriber. The event drove entry into the broader ecosystem.
Price anchoring from day one.
Published the $999 full price alongside the $599 early bird. The anchor made the discount feel real, not manufactured - and it worked on both rational and emotional triggers.
OXXO as conversion infrastructure.
Integrated OXXO Pay for cash-based subscription. Mexico's largest convenience retailer became a subscriber acquisition channel, reaching households without cards or online banking.
Synchronized cross-channel promo.
Coordinated TV spots, digital video, OOH, social, and in-retail messaging around the same countdown narrative. Every touchpoint reinforced the price urgency.
Tentpoles are only valuable if they outlast the event.
A World Cup sells itself. The marketing job was not to convince Mexican households to watch football - they were going to watch regardless. The job was to convert watching into paying, and paying into staying.
Every decision in the architecture - from the pre-sale window to the OXXO integration to the full-ViX-Premium bundle - was designed to turn tournament subscribers into multi-month subscribers.
Price communicated value, not desperation. The $999 anchor mattered. Without it, $599 looks like a starter promo. With it, $599 looks like a limited opportunity. The same dollar commands different behavior depending on what it is compared to.
That's what made this a commercial strategy, not a media plan. The numbers on the page were doing real business work.