NBA All-Star 2014 will begin in two days in New Orleans. Perhaps the most interactive event of the weekend is the annual NBA Jam Session, which starts tomorrow and features the usual gamut of player appearances and autograph sessions that include 2014 All-Stars Blake Griffin, Stephen Curry and Paul George signing items for those in attendance. The NBA Jam Session is about more than being a spectator; fans are able to take part in dunk courts and play interactive games. This year the NBA has taken the interactivity to a new level with the introduction of radio-frequency identification (RFID) bracelets.
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The RFID bracelets have been branded as “NBA Jam Bands.” The technology embedded in the bands are supposed to easily provide fans with the chance to share their activities at Jam Session in real-time via their social media networks. There are also benefits for NBA partners — they will have the opportunity to provide fans with the chance to digitally share the variety of activities they engage in while at the NBA Jam Session.
“Fans are engaging with us in record numbers across social media platforms and introducing radio frequency ID technology with our Jam Bands makes it easier than ever for fans to share photos, videos, and more while at NBA All-Star Jam Session,” said Emilio Collins, Senior Vice President of Global Marketing Partnerships at the NBA. “Our partners have fully embraced this technology and integrated it into their activities at Jam Session to give our fans new, fun ways to experience the excitement of the NBA and its players.”
All fans attending the NBA Jam Session will receive their own Jam Band, a promotional item presented by NBA partner SAP. The Jam Bands will measure and analyze fans’ basketball skills in real-time. Additionally, the NBA has tapped Samsung to provide fans with the opportunity to utilize Galaxy Note 3 phones at each partner’s activity space to allow them to “check-in” via their Jam Bands.
The NBA Jam Bands seem like a win-win for fans and sponsors alike. Fans get to more easily track their performance, capture data and share content with their friends. Meanwhile, sponsors can effectively activate with engaged potential consumers through a fun promotion. Job well done by the NBA.