San Antonio Spurs Schedule Release and Hispanic Heritage Campaigns - JUSTIN WINGET

BUSINESS OBJECTIVES:

• Build excitement and anticipation surrounding the 2019/20 Spurs season
• Provide awareness and promote the pre-sale of single game tickets
• Generate retail sales
• Pay tribute to the Hispanic majority that makes up the San Antonio region
• Attain regional earned media to promote ticket and retail sales

ACTIVATION TACTICS:

• Loteria themed schedule release on Spurs digital channels
• Gamification of Loteria boards through the Spurs website allowing fans to guess the first 16 games of the schedule in advance and win game tickets
• Interactive Loteria within Spurs app for in-arena activations on Hispanic Heritage Night
• Deck of Loteria cards as giveaway on Hispanic heritage Night
• Limited edition “La Cultura” retail capsule collection launched on Hispanic Heritage night
• In-arena activations and entertainment linked to Hispanic culture and traditions

¡Lotería!

Grab your familia and let the games begin – the official 2019-20 schedule is here!@budweiserusa | #SpursLoteria pic.twitter.com/2oZpdxybLN

— San Antonio Spurs (@spurs) August 12, 2019

“The Spurs went all in on San Antonio cultura when they released their NBA schedule for the 2019-20 season as a set of lotería cards, with each opponent getting its own lotería-style logo “Lotería is such an authentic aspect of Hispanic culture, and staying true to the team, the city and the culture here is an important aspect of the work we do,” said Justin Winget, the team’s creative director…”

Y’all ready for the season, Spurs Nation? 👀@budweiserusa | #SpursLoteria pic.twitter.com/kig6snIto9

— San Antonio Spurs (@spurs) August 12, 2019

Each fan in attendance for Saturday’s Hispanic Heritage Night will receive their own #SpursLoteria deck!

🎟 https://t.co/vl1dDLXfx1 pic.twitter.com/zoyXIAtZqG

— San Antonio Spurs (@spurs) October 24, 2019

“Each year, the Spurs find a new, creative way to present their schedule in the most San Antonio way possible. Last year it was with Spanish tiles that were featured not only on the schedule release, but throughout the season on the broadcasts, and this year they stepped it up another level with lotería cards, which is the Mexican version of Bingo.”

Last chance to win Opening Night tickets! 🚨

Guess the first 16 games of the 2019-20 season with the #SpursLoteria board and share your results with us: https://t.co/KdI71hrnh4 pic.twitter.com/fOu8Fgtvne

— San Antonio Spurs (@spurs) August 11, 2019

Grab your family and friends and play #SpursLoteria! Available now in the Spurs App! 📲

Here’s how ⤵️ pic.twitter.com/tWhR40D6kz

— San Antonio Spurs (@spurs) October 26, 2019

The #SpursLoteria decks are here! 👀

See you tomorrow for Hispanic Heritage Night! pic.twitter.com/h7CxYpazsl

— San Antonio Spurs (@spurs) October 25, 2019

LOTERIA!

Each fan at tonight’s game will receive this custom #SpursLoteria deck in honor of Hispanic Heritage Night! See you there, Spurs Familia! pic.twitter.com/RNJNREdqOi

— San Antonio Spurs (@spurs) October 26, 2019

NEW MERCH ALERT! 🚨

Coming soon: La Cultura, a limited-edition apparel line in celebration of our Hispanic Heritage Night on Oct. 26.

➡️ https://t.co/DQmXdExBMc pic.twitter.com/Vt5sOYHali

— San Antonio Spurs (@spurs) October 16, 2019

To walk through our streets is to take a trip to the heart of our heritage. Beside murals and across missions. under papel picado and along Paseo Del Rio. Our city’s rich hispanic influence can be felt nearly everywhere. As stewards of San Antonio, the Spurs not only shares ties to these traditions, but a responsibility to rep them. Inspired by the vibrant designs of Mexico, this exclusive collection of team apparel does just that by telling our story the way we live it. bold, but never brash. hands-on, but always humble. Fresh, familiar, and puro San Antonio, this is our local love letter to the roots that grew us—an authentic homage to the culture we call home. Esta es la cultura.

“Sports teams are more than a jersey, they’re a lifestyle brand,” said Justin Winget, the Spurs’ Creative Director, explaining why the Spurs launched the clothing collection. “People want to rep their team all the time, not just when they’re going to a game.”