The Dallas Mavericks Distribute Playoff Tickets with Augmented Reality Functionality

The Dallas Mavericks partnered with Qualcomm and Big Playar to distribute 2011 NBA Playoff tickets with augmented reality functionality, an extremely novel fan engagement tool.

Fans who had an Android phone were able to scan an image of a Mavericks player on their game tickets to receive immediate access to an interactive game on their phone. Fan participation was guided by a set of instructions featured on the back of the team's ticket stubs, which required fans to download the Mavs AR app in the Android market and hover their phone over their ticket to access the game. 

Mavs fans attending the game who did not have an Android phone could play the game at various phone zones situated through the American Airlines Center.  

It will be very interesting to see if more teams begin to experiment with ticketing-based augmented reality applications. As fans look to engage fans in new ways prior to games and during the offseason when season ticket mailers are distributed to fans, interactive augmented reality extensions could provide a perfect solution. While there are currently some drawbacks (fans can only use select smartphones / need to download the AR app to interact), these hurdles will soon be overcome as technology evolves and apps become even easier to access.

Check out a video detailing the Dallas Mavericks' augmented reality ticketing initiative below!

The Thunder Create The Blue Alliance to Drive Fan Engagement

The Oklahoma City Thunder teamed up with Old Hat Creative to create a brilliant online and community fan engagement strategy - The Thunder Blue Alliance - that allows fans from all areas of Oklahoma to become team ambassadors for their communities.

Fans interested in participating in the Blue Alliance initiative simply have to:

• Log on to the official Blue Alliance landing page
• View an interactive map of the state of Oklahoma and click on a flag that designates the area of the state that they live in (or apply to represent their city)
• Submit their testimonial video or photos and an essay telling the Thunder why they would be a great Blue Alliance Captain for their home town  

Once fans are selected as Blue Alliance Captains, they are tasked with representing the team in their hometown via:

• Organizing team watch parties
• Monitoring a Facebook community page (each fan club area of the state is provided a Facebook community page)
• Assist with local team-oriented promotional initiatives
• Communicate with fellow members

Blue Alliance Captains receive a number of perks for representing their hometown, including:

• Welcome letter
• Game ticket voucher
• Personalized Thunder ID card
• Thunder yard flag and pole flag
• License plate frame
• Embroidered Blue Alliance polo
• Opportunity to attend semi-annual Blue Alliance meetings and special events

The Thunder Blue Alliance has been rolled out in a two (2) phase strategy, with the first phase generating a tremendous response from fans looking for new ways to engage with the team, demonstrate their avidity, and take a leadership role in their community. The platform's strategic use of Facebook groups allows it to be easily manageable for team stakeholders, community leaders, and participants.

Looking for more teams to roll out similar platforms to engage fans statewide, nationwide, and across the globe!