OVERVIEW

A Classic Mexican Tradition, Reimagined for Miner Nation

A UTEP marketing campaign reimagining the Mexican cultural staple of Lotería cards through iconic imagery inspired by the Miners brand and identity. The campaign blended tradition, school spirit, and fan engagement into a unique collectible experience.

The initial phase launched during both men's and women's basketball seasons, rewarding the first fans to arrive at each home game with a featured Lotería card. Fans were encouraged to collect the complete series throughout the season, helping create a lasting connection between the game-day experience and the El Paso community.