SAN ANTONIO SPURS 2020/21 SEASON TICKET MEMBER CAMPAIGN - JUSTIN WINGET

With Season Ticket Membership as the lifeblood of the Spurs organization, each season’s campaign is of critical importance to maintain financial stability and achieve business growth. At risk of not making the NBA playoffs for the first time in 22 seasons, the 2020/21 campaign was critical to renew fan optimism and promote beyond the court perks of season ticket membership. Ill timed, the campaign launched just weeks before the NBA paused the season due to COVID-19 and marketing activation plans were put on an indefinite hold.

BUSINESS OBJECTIVES:

• Awareness of 2020/21 season ticket on sale date
• Generate high potential, actionable leads for Spurs membership sales team
• Promote the exclusive benefits of Spurs Season Ticket Membership to prospects
• Retain existing Spurs Season Ticket Members
• Sense of optimism and excitement surrounding the 2020/21 Spurs season

ACTIVATION TACTICS:

• :30 commercial spot which aired during game broadcasts
• Season ticket membership landing page for lead generation
• Paid social advertising targeting high potential prospects
• Paid search targeting ticket buyers
• Gamified “Fanmojo” builder designed to capture valuable lead generation data for membership representatives while giving fans an fun, interactive, customized, and shareable digital experience
• Outdoor digital billboard advertising in high potential areas across the San Antonio region
• In-game video and messaging
• In-arena sales center
• Surprise and delight care package for existing Season Ticket Members featuring exclusive “Spurs Family” t-shirt
• “Spurs Family Sticker Pack” giveaway as incentive for prospects to converse with membership sales representatives