The NBA is hoping to drive new signups for its NBA ID membership program with some creative tech activations during All-Star weekend in Salt Lake City.
The league has been pushing fans to use NBA ID, which is free to join, since launching its revamped, AI-centric app with the help of Microsoft last year. “NBA ID gives members and fans a reason to interact in a logged-in state,” NBA VP & Head of Membership Hope Tannenbaum told me this week. “That allows us to drive the kind of personalization that the app is really designed for.”
A key NBA ID perk this weekend will be a dedicated member entrance at Vivint Arena giving fans an immersive experience as if they are on the court when they enter the venue. The 30-foot-long setup features an interactive floor with responsive LED technology and dynamic content on the 8-foot-tall surrounding walls.
During the roughly 30-second experience, fans will walk in the footprints of a randomly assigned NBA All-Star as they light up on the ground and highlights play in the tunnel. “We wanted to provide one special place that (fans) would feel like we've upgraded and elevated what their experience would be like on-site,” Tannenbaum explained.
NBA ID members will also be able to scan QR codes to find seat upgrades and will have chances to win courtside seats throughout the weekend.
