Man dies at Mexican girl's 15th birthday after online invitation goes viral

A man has been killed and another injured during massive celebrations for a Mexican girl's 15th birthday party after an online invitation went viral.

Thousands of people from across Mexico poured into La Joya for Rubi Ibarra's "quinceanera," a traditional celebration in which families often throw costly bashes for their daughters.

Family members had to create a path for the girl — dressed in an elaborate fuchsia dress and tiara — so she could reach the mass, which took place in a field in central San Luis Potosi state. A large billboard with Rubi's picture and the words "Welcome to my 15th birthday party" towered over the tents and tables filled with food.

By Monday evening, the party looked more like a rock concert, thanks to the music and large crowds. But while the party was in full swing, a man died and another was injured during a horse race that was part of the celebrations.

State prosecutors say the 66-year-old victim owned one of the horses and lived in the area. Prosecutors said the man was killed when he crossed the race course as the horses were passing. A 34-year-old man also broke his leg.

'Everyone' is invited

Rubi's bash gained national and international notoriety in early December after a local event photographer posted on his Facebook page a video of the girl's father describing a down-home birthday party complete with food, local bands and horse races. In the video, cowboy-hat-wearing Crescencio Ibarra haltingly but proudly describes the party and prizes, before announcing that "everyone is cordially invited."

Rubi's mother later explained that Crescencio had only been referring to everyone in the neighbouring communities, not the world. But by then the video had been picked up dozens of times on YouTube and had been seen by millions, sparking tributes by musical stars, jokes and offers of sponsorships by companies.

Mexican airline Interjet published a promotion offering 30 per cent discounts on flights to San Luis Potosi, under the slogan "Are you going to Rubi's party?"

Internet jokesters published photos of troops of turkeys, backhoes stirring giant caldrons of soup and massive crowds "heading for Rubi's party."

Actor Gael Garcia made a parody video of the invitation, and Norteno singer Luis Antonio Lopez composed a "corrido" song especially for Rubi.

The humble daughter of ranchers even got an offer to appear on the soap opera The Rose of Guadalupe.

"What happened with Rubi is an interesting example of how the internet amplifies and makes hyper-transparent people's personal lives and how traditional media look for stories on social networks to bring in new audiences" who they have been losing, said Sergio Octavio Contreras, a communications professor at Mexico's La Salle Bajio University.

Jose Antonio Sosa, an expert on social media at the Iberoamericana University, said the country's obsession with Rubi's birthday party reflected a need for lighter stories in a society weary of violence and economic problems.

All the attention seemed to take the poor communities near where Rubi's family lived aback. The access roads were blocked with cars and state police and Red Cross workers monitored the situation. 

Some locals said they hoped something good could come out of it for the communities, which have a mezcal distillery but where residents are pleading for cellphone coverage.    

"More than anything, this can bring attention to us … so people can see the unemployment," said local resident Rutilio Ibarra.