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Miami Heat warms up fans by using the Digital Fan Experience Platform
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions
- Sales & Marketing
Services
- Software Design & Engineering Services
The Challenge
The Miami Heat, a renowned basketball team, was looking to transform the fan experience at its venue, the American Airlines Arena. The team wanted to increase season ticket sales by delivering personalized content and experience, boost in-venue spend by providing a frictionless experience, and grow revenue via a mobile app, that would also allow it to go cashless and ticketless. The team wanted to ensure every season ticket holder’s experience was fun and trouble-free, and to do this it needed to enhance the arena with a new physical/digital experience. It was important to the Heat to make the right investments for its new app and customer loyalty strategy.
About The Customer
The Miami Heat is a U.S. basketball team based in Miami, Florida. The team competes in the Eastern Conference Southeast Division of the National Basketball Association league and has won three NBA championships. The Heat’s home arena is the American Airlines Arena. Over the years, the Heat has spawned some of basketball’s biggest names, including Alonzo Mourning, Lamar Odom, Dwayne Wade, LeBron James and Shaquille O’Neal. The team is known for its innovative approach and has been called a starbuilder.
The Solution
The Miami Heat partnered with Raw Engineering to implement the Digital Fan Experience platform, powered by webMethods.io Integration. This platform allowed the team to have better control over their content and revamp its fan experience. The solution facilitated the design of a new mobile application that took the Heat from 30% mobile ticket sales to 83% within the first season. The key to this transformation lies in connectivity. Today, three NBA basketball teams provide their fans with customized, unique experiences thanks to Raw Engineering and webMethods.io Integration.
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