The Miami HEAT turn up the temperature on fan experience

The Miami HEAT are one of the most successful basketball teams currently playing in the NBA, holding numerous records such as being the first team to win 17 games in a single calendar month in March 2013. So, as you would assume, the Miami HEAT fans have high expectations of their team. And a team that leads the way on the court needs to lead the way in fan experience as stats aren’t enough to keep fans coming to a live game no matter how successful a team is. Why should a fan spend money going to a game when they can enjoy it at home with HD streaming, surround sound, multiple screens and mobile devices enabling them to create their own unique experience?

the Miami Heat drives to the basket against the Chicago Bulls

Over 80% of fans expect media-rich experiences. They demand a more immersive and content rich experience when attending a live event, such as live video, real time statistics, alternate camera angles and replays on demand. Fans want to be able to live-share their experiences on Facebook, Snapchat, Instagram, Twitter, Whatsapp and other social media networks. What Miami HEAT are going to deliver is a superior, interactive experience that passionate fans demand through implementing WiFi and utilising the benefits. The AmericanAirlines Arena has a capacity of 21,000 and hosts 1.5 to 2 million visitors annually across Miami HEAT games, concerts, family shows and other events and earlier this year.

The Miami HEAT chose to partner with Purple to overlay onto their new WiFi because the platform:

  • Puts emphasis on the fan user experience, enabling the franchise to interact with new and returning guests.
  • Enables fans to access WiFi via their social media accounts through bespoke, fully branded Miami HEAT splash pages.
  • Provides relevant, real-time offers and contextually aware information to fans, such as game results, queue wait times and exclusive announcements.

Alongside enhancing the fan user experience, Purple also provides the Miami HEAT with heaps of rich user data through their analytics dashboard, revealing insights into visitor demographics and behavior, such as the frequency of their visits and how they move around the venue.

The successful implementation of Purple has given the Miami HEAT the foundation to build a more comprehensive view of customers and full personalisation of the fan user experience – and we’re excited to see the commercial benefit to the AmericanAirlines Arena!

Share this post

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Privacy Preference Center

Performance

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga, _gid, _gat

Optimazation

_biz_*, calltrk_landing, calltrk_referrer, calltrk_session_id, site_identity

Personalization

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site. We don't track user IP address.

_ga_, _gid_, _gat_

LiveRamp

LiveRamp cookies allow advertisers to display on the websites you visit, relevant offers based on your consumption habits as well as measure the performance of their advertising campaigns. To work, this service is based on the deposit of a cookie on your browser when opening an email or when you visit to the site of one of Liveramp’s partners. These cookies only share your encrypted email address in an irreversible way thus allowing Liveramp to create a technical key associated with these cookies. By depositing these cookies some technical information can be automatically collected (such as your IP address, your operating system or your browser type). These cookies do not track your navigation. Liveramp do not store any information related to your connection. You can at any time easily oppose the deposit of these cookies by clicking: https://liveramp.uk/privacy or http://www.aboutads.info/choices

a