San Antonio Spurs x Selena - JUSTIN WINGET

The Spurs Brand Engagement Team partnered with Selena’s estate in 2020 to celebrate the life of Selena Quintanilla on the 25th anniversary of her tragic death. A music icon who’s star still shines brightly across the region, we honored Selena by designing a 20 piece retail capsule collection and pulled all the stops for a themed game night dedicated to her lasting legacy. Unfortunately, due to COVID-19, the game did not take place as planned, and the capsule collection was later released independently.

BUSINESS OBJECTIVES:

• Promote the pre-sale of single game tickets
• Generate retail sales
• Pay tribute to Selena’s legacy and the Hispanic majority that makes up the San Antonio region
• Reinforce cultural relevance of the Spurs brand
• Establish a sense of optimism and excitement surrounding the 2019/20 Spurs season

ACTIVATION TACTICS:

• Limited edition 20 piece retail capsule collection
• Press release and tease graphics on social channels to generate digital engagement and earned media
• Offered pre-sale ticket and t-shirt package to drive demand
• In-arena activations and postgame entertainment from Q productions, a company owned and managed by Selena’s family
• Game broadcast commercial spots
• Organic social media, email, website, app, and and outdoor digital billboard advertising
• Created turnkey graphic packages for social media, in-arena, and omnichannel marketing needs
• Distributed campaign toolkit to all SS&E business units to drive consistency in visual voice and messaging