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Texas Lottery + Texas Longhorns

Texas Lottery

Texas Longhorns | Veterans Day Activation


The Texas Lottery Commission (TLC) offers scratch tickets which support the Texas Veterans Commission's Fund for Veterans' Assistance. TLC partnered with UT Athletics (AKA Texas Longhorns) to recognize veterans at six (6) home games including the game on UT’s Veteran’s Recognition Day, all of which served as a great connector for TLC to show its support of Texas veterans in a relevant and meaningful way. 

Challenge in a nutshell:

Create turnkey activations at five games and a comprehensive activation/production at the Veterans Recognition Day game, to capture content to further amplify the message on social media.

Objective in a nutshell:

Increase awareness of the Veterans Cash game and TLC's support of Texas Veterans and the Texas Longhorns.

My role:

  • Helped negotiate entitlements with Longhorn IMG Sports Marketing
  • Content production lead along with producer
  • POC for clients and Longhorn IMG Sports Marketing before, during and after event
  • Created a detailed by-the-minute ROS for clients 
  • Built comprehensive recap deck

Execution in a nutshell:

Turnkey entitlements included signage, official sponsor of the coin toss (a veteran was honored during this moment), sponsored stories on and social posts about the veterans honored, Longhorn Network TV coverage including TV spot broadcasts, interactive videoboard promotions (seat upgrade "lucky trivia" for fans in upper decks), and presenting sponsor of starting lineups. Veterans Day entitlements included unprecedented access to cameras on the field, on-field check presentation for the Fund for Veterans’ Assistance, pre-game and halftime video, TLC branded hat distribution through the "Hype Squad" and the Texas Army ROTC, as well as additional tickets to the game. 


With the activated games always at capacity and with the amount and quality of entitlements negotiated, hundreds of thousands of fans were exposed to the message that the Texas Lottery supports veterans, at the games and elsewhere thanks to TV and online presence. The program was so robust and the partnership so solid that we were allowed unprecedented access to the field, Hook 'em (mascot), the Hype Squad and the Texas Army ROTC. We were able to capture rich content that we then leveraged on social media for added exposure.

activation highlights: