See You Next Year!
Register Now

News Archive

NSF "Selling It..." Newsletter - Cleveland Cavaliers (Update)

NSF "Selling It..."
March 2, 2017 | Volume 15, Issue 1
Envelope To subscribe Click Here
Share:
  
 
CLEVELAND CAVALIERS GIVE FANS A CHAMPIONSHIP RING-WEARING EXPERIENCE THROUGH AUGMENTED REALITY BANDS
Cavs seek to increase Championship Collection ring sales with virtual ring.
By: Tina Szyszkowski
 
Cleveland Cavaliers
Click the image above to check out the Cleveland Cavaliers' AR Championship ring activation!

Alby Abalos


Dear Faithful Readers,
 
We’re back! Hope everyone is getting back into the swing of things after returning from Minneapolis-St. Paul. Thank you again to our hosts and sponsors for making the 2017 Forum one to remember.
 
With the All-Star weekend behind us and all the recent roster moves, we thought it would be fitting to run an update story on the Cleveland Cavaliers and their augmented reality championship ring experience. The Cavs’ championship ring experience was a unique way to engage their fans and have them join in on the celebration. The Cavs enjoyed this process and are already thinking of other ways to leverage new technology to enhance the fan experience.
 
Hope you enjoy the update and be sure to tune into the rest of the NBA season!
 
Cheers,
 
Alby Abalos
Director of Marketing and Communications
alby@sports-forum.com

P.S. - Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!

Sponsor's Note by Sportsdigita

"Everything is about AR and VR in the sports industry right now so the Cavaliers are very timely and on point with this initiative. It's great to see the continued trend of teams not afraid of technology, but, in fact, embracing it to provide an interactive fan experience."
 
Visit http://www.sportsdigita.com/ to learn more about Sportsdigita.

Cleveland Cavaliers

PROGRAM TITLE

"Cleveland Cavaliers: AR Championship Ring"

OBJECTIVES

After a hard-fought season, the Cleveland Cavaliers brought home the NBA Championship trophy last year for the first time and wanted to find a way to share this special experience with their fans. Through a unique collaboration with Nike, Baron Rings, and YinzCam, each fan that attended the season opener received a silicon ring that would activate a 3D, rotatable view of the physical Championship Ring through augmented reality. Their main goal was to provide a truly unique activation that would ultimately increase ring sales. 
 

PROGRAM DESCRIPTION

Triple Play
The Cavaliers take pride in providing their fans with a creative user experience and challenged themselves to do something that had not been done before. During the ring ceremony, fans launched the Cavaliers’ app and placed their phones over the silicon bands with the expectation of receiving a 3D virtual view of the same ring being awarded to the players. However, due to some technical difficulties, not all the rings successfully activated.  A few weeks later, the Cavs released the rings in a downloadable PDF form offering three different ring sizes. These paper rings activate an augmented reality championship ring-wearing experience for anyone who downloads the app. Simply print, cut, and tape - just like that, any Cavalier’s fan can enjoy the Championship Ring.
 
There are two different features available with the app. First, fans can snap a picture and share it through several social media platforms with the predefined hashtag “#WonForAll”. Second, by simply tapping on the image, it directly connects the user to the Cavaliers Championship Collection and enables them to purchase their own ring with just one click. This is the same purpose that the in-stadium silicone rings were intended to deliver, only now it is available to fans outside the stadium walls. By opening up the activation to anyone who downloads the app, it allowed the Cavs to target a larger amount of fans, increase exposure of the ring and their Championship Collection, and ultimately increase overall ring sales.

Cleveland Cavaliers
Click the image above to check out the Cavaliers website!

PARTNERSHIP

The Cleveland Cavaliers partnered with a few forward-looking and innovative companies for this activation. Baron Rings, the official Championship Ring manufacturer provided the Cavs with the object file and map textures of the ring. YinzCam, a software and mobile app company, then took the file and turned it into a functional platform. The silicone bands that were given away to the fans were courtesy of Nike and the PDF paper rings were branded with the famous Nike swoosh. Extensive research was done through collaboration, the idea was brought to life.
 

RESULTS

During Opening Night, the original silicone Championship ring activation resulted in 5,224 platform launches, with 4,207 unique users in stadium. Two weeks later when the printable PDF version of the ring was released on their website, platform launches increased by over 30,000 and quadrupled in unique users. However, platform launches were not the only thing that improved once the activation was available to all fans around the world. 78 of the 639 click-throughs to the Team Shop featuring the rings came from people viewing the link from someone else’s twitter share. 44 of the 639 clicks led to a Championship Jewelry Collection conversion accounting for 6.23% of the overall Jewelry Collection revenue. All in all, expanding the activation outside of the stadium walls had a positive impact on achieving their goal of increasing ring sales.   

LOOKING AHEAD

The Cavaliers strive to be at the forefront of technology and blaze the trail for other organizations. Mike Conley, the VP of Digital, stated, “We have a very skilled and well-rounded team who are both tech-savvy and creative. We strive to think differently and stretch the spectrum of activation.” The Cavs are very excited about the opportunities augmented reality has to offer and will continue to think creatively and provide their fans with enhanced experiences.

CONTACT

For more information, contact: 
 
Michael Conley, Vice President, Digital, Cleveland Caveliers 

Recent Features
 
   Minnesota Twins Logo.png    Pegula Sports & Entertainment
New York Mets Utilize Digital Technology Platform to Drive Sales, Recaps and Premium Revenue
 
Mets give corporate sponsors the opportunity to view their story through an interactive lens.
 
 
Minnesota Twins Enhance Fan Experience with Virtual Reality
 
Twins take fans behind the scenes with their players through Virtual Reality giveaway program.
 
 
My One Buffalo Connects Cities' Sports Teams
 
My One Buffalo syncs Buffalo's largest sports teams and improves the fan experience.
 
 
ABOUT THE NATIONAL SPORTS FORUM
THE NSF SALUTES
OUR PARTNER
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2018 NSF Conference and Trade Show will be held on February 11 - 13, 2018 in Frisco, TX. Visit www.sports-forum.com. Budweiser
 
Budweiser is back for their 16th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 13, 2018. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
 
Click Here to learn more!

 

 

 

 

 

 


Search Archive »





Browse by Month »

May 2017
April 2017
March 2017
January 2017
December 2016
November 2016
October 2016
September 2016
August 2016
July 2016
June 2016
May 2016
April 2016
March 2016
February 2016
January 2016
December 2015
November 2015
October 2015
September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014
September 2014
August 2014
July 2014
June 2014
May 2014
April 2014
March 2014
February 2014
January 2014
December 2013
November 2013
October 2013
September 2013
August 2013
July 2013
June 2013
May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
October 2012
September 2012
August 2012
July 2012
June 2012
May 2012
April 2012
March 2012
February 2012
January 2012
December 2011
November 2011
October 2011
September 2011
August 2011
July 2011
June 2011
May 2011
April 2011
March 2011
February 2011
January 2011
December 2010
November 2010
October 2010
September 2010
August 2010
July 2010
June 2010
May 2010
April 2010
March 2010
February 2010
January 2010
December 2009
November 2009
October 2009
September 2009
August 2009
July 2009
June 2009
May 2009
February 2009
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
June 2007
March 2007
February 2007
January 2007
May 2006
February 2006
February 2005
January 2005
February 2004

Contact Us

The National Sports Forum
7290 Navajo Road, Suite 204
San Diego, CA 92119
Toll Free: 800.232.3133
Local: 619.469.4101
Fax: 619.469.4007
Email: info@sports-forum.com

 

© 2017 National Sports Forum. All rights reserved.

Back to Top