NBA ID Portal
The 6th Annual Awards
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
The NBA ID Member Entrance targeted fans going to NBA All-Star 2023 events at the arena. Fans were encouraged to become NBA ID Members to take advantage of the NBA ID Member Entrance experience.
How does this represent “Excellence in Engagement”?
The NBA ID Member Entrance fully immersed Fans in the All-Star Experience by leveraging first-of-its-kind technology. NBA ID members interacted with 50+ NBA ID activations and experiences onsite and through the NBA Events App, offering ID members the chance to win courtside seat upgrades, exclusive access, premium merchandise, and tickets for the weekend’s events. The NBA ID Member Entrance at Vivint Arena fully immersed NBA ID members in the courtside experience for thirty seconds, using new responsive, high-resolution LED floor technology and first-of-its-kind dynamic content on three sides (left, right, and floor) to showcase the sights and sounds of NBA All-Stars past and present. Fans were asked to verify their NBA ID membership before stepping onto an interactive floor and being assigned a random NBA All-Star – whose name was announced through immersive surround sound and whose footprints would appear below, following the fan throughout the experience. Engaging light effects complemented dynamic video on the side walls to recreate the courtside experience for 20 seconds.
Objective
The NBA ID Member Entrance at NBA All-Star 2023 in Utah successfully launched the NBA ID membership program at physical scale. The 30-foot-long setup featured an interactive floor with responsive LED technology and dynamic content on the 8-foot tall surrounding wall, creating an elevated and immersive experience for fans entering the arena. For the first time, NBA ID members were able to tangibly engage with the league’s new membership program. The NBA ID Member Entrance drew tens of thousands of fans and generated thousands of NBA ID program interactions, allowing fans to engage with 50+ additional NBA ID activations and experiences onsite at NBA All-Star 2023 and through the NBA Events App, including the potential for fans to win courtside seat upgrades and exclusive merchandise.
Strategy & Execution
Onsite, the NBA ID Member Entrance allowed NBA ID members to have an elevated experience as they entered the arena. During the 30-second experience, each fan had a personalized moment when their footprints were randomly assigned to an All-Star player's footprints. As each fan walked through the tunnel, they were immersed in basketball content and experienced firsthand a feet-on-the-floor moment. The NBA ID Member Entrance generated significant media buzz, including through 10+ references in major media publications & 5+ features on live local TV, and resulting in millions of dollars in Earned Media Value driven to the event and Salt Lake City. Earned Media Value generated by the NBA ID Member Entrance represented an estimated 5-10% of the total media value driven by NBA All-Star overall. The NBA ID Member Entrance has served as the use case for responsive LED floor technology at scale throughout the sports and entertainment industry. Following NBA All-Star, the same proprietary tracking technology and interactive programming has been integrated into live musical tours and permanent partner installations. Giving fans the opportunity to hear themselves announced as their favorite players and “follow in their footsteps” is currently inspiring numerous personalized content opportunities within the NBA ecosystem.
Organizations
- The NBA partnered with Good Sense & Company and 4Wall to produce the NBA ID Member Entrance.
Links
Credits
Gary Mack
Vice President of Creative Strategy & Production
National Basketball Association
Kenzi Inman
Director of Global Event Strategy & Development
National Basketball Association
Jared Siegel
Co-Founder & Chief Executive Officer
Good Sense & Company
Biz Hoffman Producer
Producer
Good Sense & Company
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
