The Miami HEAT App

This case study explores how The Miami HEAT, a professional basketball team who compete in the NBA, ran a national campaign in the US to create the ultimate fan engagement platform, with a revolutionary app at its center.

Campaign details

Brand/Sponsor: The Miami HEAT

Title: Miami HEAT App

Campaign Cost: $1-5 million

Campaign Scope: National

Advertising Agency: SapientNitro

Campaign Start: 10/01/2015

Campaign End: 08/31/2016

Campaign Ran: USA

Campaign Description: brand or line extension

Campaign Summary

The Miami HEAT challenged us to create the ultimate fan engagement platform, with a league-changing app as its centerpiece. We used real-time customization—based on interests, location and time—to launch a team app that surfaces what each fan cares about most, then learns from their behavior to get smarter over time. In the first two...

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