Miami ‘HEATS’ up Hoops Fans With a Customized App
Is it hot in here or is it just the Miami Heat’s new fan engagement app? The NBA team launched the app at the start of the 2015-16 season and has been scoring with its massive fan base ever since by giving users the power to control every aspect of their experience. Seamless blending of the physical and digital experience? Check. Options that cater to different kinds of fans? Score. Increased revenue opportunities? Nothin’ but net.
The design of the app was driven by a handful of key insights—fans have different interests, digital engagement should enhance the physical game and a successful fan app should be worth checking in the off-season, among them. The result was an app that functions more like a remote control for fans than a mobile program. A “fan types” feature lets fans identify as stat lovers, socially-motivated fans or somewhere in between. Supplemented by location data and the timing of the next game or season, the platform creates 27 variations of fan experiences to choose from.
Additional app features include managing season and single-game tickets, exclusive content and a digital “wallet” that can be used at the arena, which led to fans spending 20 percent more than those using cash. Alley-oop!