The Purple solution, installed by Acuative, will provide Wi-Fi Marketing capabilities to enhance the venue experience. Purple will enable the collection of valuable guest data and provide relevant, real-time, and contextually aware information to fans.
The AmericanAirlines Arena hosts 1.5 to 2 million visitors annually across HEAT games, concerts, family shows and other events. Purple was selected following a comprehensive RFP for the venue’s WiFi Analytics needs and came out on top as the leading captive portal and marketing tool on the market. The platform’s emphasis on the fan user experience made Purple the franchise’s choice to interact with new and returning guests.
Purple allows Wi-Fi users to login via social media which provides insights into visitor demographics and behavior such as the frequency of their visits and how they move around the venue. All of this enables venues to target WiFi users with relevant information such as event announcements, game results, and exclusive in-venue promotions.
“The HEAT App is in high demand with fans at Arena events,” said Matthew Jafarian, VP, Digital Strategy & Innovation at the Miami HEAT. “To accommodate the growth in usage, we are deploying a brand-new WiFi network across AmericanAirlines Arena, and investing not only in the hardware and network capabilities but in the fan experience as well. In particular, we’re really excited about Purple’s customizable captive portal, fan segmentation capabilities, and features that provide fans with relevant information and offers.”
Gavin Wheeldon, CEO at Purple, added: “AmericanAirlines Arena is the perfect example of a venue that can and should be investing in technology that delivers a true return on their WiFi investment, in terms of visitor engagement, via an easy to use portal. We look forward to seeing the team at The HEAT Group utilize the tools we’ve developed, which we believe will quickly produce a measurable commercial benefit to the venue.”