SBD/May 17, 2011/Franchises

T'Wolves Taking Low-Key Approach To Marketing Around Tonight's NBA Lottery

While the T'Wolves in the past "have gone pretty big with the gimmicks and promotions for the NBA lottery," T’Wolves Senior VP/Marketing & Communications and CMO Ted Johnson said the team is “going to low-key it” this year, according to Michael Rand of the Minneapolis STAR TRIBUNE. The T’Wolves enter tonight’s lottery with the best odds of landing the No. 1 pick, and Johnson said, “We did sort of think we’ll be the anti-gimmick campaign this year and see if it delivers any better results for us.” The team is again using its “Pay the Pick” promo, under which the price of each game in a season-ticket package coincides with the number where the T’Wolves are selecting. Johnson said the deal “gives us an interesting promotion at a time when people normally aren’t paying attention to us, and gets them engaged in what’s going on. … It’s a great way to get people in to sample the product at a low cost.” Johnson also said “discussions are in motion” regarding a marketing plan around G Ricky Rubio should he sign with the team this offseason. Johnson: “We haven’t absolutely locked into the creative concepts, but I think it’s a challenge we’re looking forward to.” He added the club is “trying to find a solution” to a possible Target Center renovation. Johnson: “We have a number of different paths we can pursue” (Minneapolis STAR TRIBUNE, 5/15).
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