A new campaign from tequila and mezcal maker Lobos 1707 rewards pro
basketball fans for watching live during critical game moments.
The tequila and mezcal maker, which is backed by GOAT Lebron James, this week rolled out the Buzzer Beater Initiative,
created in partnership with professional basketball trainer NBA shooting coach Chris Matthews, also known as “Lethal Shooter.”
The goal of the program is to give fans real-time
rewards based on live professional basketball play. Every time a “buzzer beater,” which is a shot scored just as the clock expires at the end of a period of play, is made, consumers who
purchase any Lobos 1707 at a bar or restaurant are directed to go to LobosFinish.com, where they can submit their receipt. Those who are eligible will
then be reimbursed via Venmo for the cost of their drink.
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“Great tequila, like great basketball, is about patience, discipline and trusting the work you put in before the moment
arrives,” said Diego Osorio, founder and chief creative officer of Lobos 1707, in a release. “The Buzzer Beater Initiative is our way of celebrating those moments when preparations meets
pressure, and the finish makes all the difference.”
The brand tapped Matthews to “bring credibility, authenticity and cultural relevance to the program,” based on his
training philosophy, which centers on fundamentals, repetition, execution under pressure and mastering the final shot, which mirror Lobos 1707's approach to tequila-making, per the brand. Matthews is
promoting the Buzzer Beater via his Instagram, seen here, as well as on his other social media platforms.
In addition to the Buzzer
Beater Initiative, Lobos 1707 will roll out multiple live activations across the season which are tied directly to buzzer-beating moments.
Tequila and mezcal house Lobos 1707 is crafted in
Jalisco, Mexico, but refined in Jerez de la Frontera, Spain, and is finished in Pedro Ximénez sherry casks.