The Padres Mission

This conceptual marketing campaign for the local San Diego baseball team The Padres seeks to encourage fans to get out of the stadium and explore downtown San Diego. Fans are tasked with finding each piece of street art in the form of a scavenger hunt. Incentivised by prizes from local eateries and bars the campaign benefits not only the team but it's local vendors and fans.

In order to encourage exploration we had start with motivation and end with discovery. This lead us to the idea of "points of interest". These specific locations would act as a point of discovery. They would contain a prize as motivation to continue to explore.

To create a meaningful experience both before and after the game fans are tasked with finding pieces of art throughout Downtown San Diego accompanied by hidden QR codes. A mobile application gives them hints to the marker locations.

Located on walls, floors or cielings these points of interest can be big or small, some lie in plain sight while others are trickier to spot. This environmental artwork was carefully crafted by Sam Spratt

Launch prototype →

At each point of interest fans are prompted to "show us your game face" and take a selfie using the artwork as a background. They can then post it to a social channel of their choice with Padres hash tags.