Mexico Siglo XXI is the most representative event of the Telmex Foundation within the educational program. It contributes to the integral development of the fellows that take part in the foundation, beyond their academic performance.

The point is to get the expectations which fellows are looking for every year in each of the papers presented during the event; we sought to have the presence of speakers of international stature that motivated 10,000 young people in person. The speakers were Mark Zuckerberg, Hillary Clinton, Antonio Banderas, Lizzy Velazquez and Ronaldinho.

Digital platforms Foundation spread the conversation during the event. A live streaming was conducted to generate messages for each speaker through feedback from attendees. From this way, the TT #MSXXI managed to be placed as the day of the event with 13,000 mentions. All this preceded by previous reporting which helped us to generate expectations in the medium and in the community.

This caused a lot of media talk surrounding the event, giving us 13 million dollars of earned media, this being our primary key element in the area of PR implemented in the project.

In Social Media we developed a content strategy that included previous actions during and after the event, in which profiles on Facebook and Twitter Telmex Foundation became detonators conversation.

With the implementation of streaming live people who could not attend were aware of every detail, managing to be partakers of the question and answer session after each presentation.

All this meant that different media talk of the event.

The results were:

- The content managed to generate 30.8K interactions through our social networks: #MSXXI achieved a TT the day of the event with 13,000 mentions.

- In the live streaming 40,018 users around the world were connected: 31,881 only in Mexico and 805 in the United States, consuming 11,860 hours of video in real time.

The site received 7,963 unique visits.

We achieved an earned media of 13 Million Pesos.