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. 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, creating a lasting connection between the game-day experience and the UTEP community.