Manchester-based Wi-Fi analytics firm Purple has partnered with NBA giants Miami HEAT to deliver information to fans inside the AmericanAirlines Arena.
Purple’s cloud-based solution will collect valuable guest data and provide relevant real-time info to the circa two million fans attending basketball matches, concerts and other events annually.
This will in turn provide Wi-Fi marketing capabilities to the Heat.
Purple allows Wi-Fi users to log in via social media which provides insights into visitor demographics and behaviour such as the frequency of their visits and how they move around the venue.
All of this enables venues to target Wi-Fi 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 Miami HEAT.
“To accommodate the growth in usage, we are deploying a brand-new Wi-Fi 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 customisable 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 Wi-Fi investment, in terms of visitor engagement, via an easy to use portal.
“We look forward to seeing the team at The HEAT Group utilise the tools we’ve developed, which we believe will quickly produce a measurable commercial benefit to the venue.”
The system will be installed by Acuative.