Europe
20,000
fans registered
50,000
tokens unlocked on stand
9
branded activations connected
6
connected solutions delivered
Overview
End-to-end fanzone platform
The NBA’s European games sold a limited number of tickets, but the bigger audience opportunity was the fans who couldn’t get in. The brief was to land a fanzone in two new European cities at scale, capture high-quality first-party data, and give the NBA a deeper view of its European fanbase.
IUF delivered the full platform and ecosystem, one House Pass on the fan’s phone connecting six solutions across the event lifecycle: public registration, gate access control, on-stand activations, leaderboard and partner scan stations. Nine branded stands, two cities, 20,000 registered fans, all tied to a single identifiable profile, all flowing live into the NBA’s CRM.
Journey & Experience
The Connected House Pass Platform
A single House Pass on the fan’s phone connected six solutions across the full event lifecycle, from public announcement through the gate, around every stand, and back into the NBA’s CRM. Every interaction at every stand was tied to one identifiable fan profile, with under-18 sub-profiles handled under the lead booker’s account.
- Web registration live one month in advance — lead-booker model with under-18 sub-profiles
- House Pass dashboard delivered to every fan — web-based, no app install required
- QR scan-in at the gate validated bookings and each under-18 sub-profile
- Orlando Magic Dunk Booth — rim sensor triggers reactive lights, sound and gallery content
- WNBA Precision Pass — 9 sensor-equipped panels, 30-second timed challenge, live leaderboard
- Partner scan tablets at every other brand stand connect nine activations through one ID
- Tokens, statuses and leaderboard scores update live on the House Pass dashboard
- Discount-code reward unlocks directly inside the House Pass once every stand is visited
Technology Architecture
Six solutions. One House Pass. One fan profile flowing through nine branded stands.
Core Infrastructure
- Web-based House Pass dashboard delivered on registration, no app install required
- Public registration and one-month email nurture system live pre-event
- Real-time CRM integration with the NBA across all six solution
Hardware Ecosystem
- Gate access control tablets validating bookings at every venue entrance
- Rim-sensor Dunk Booth with reactive lights, sound and gallery playback
- 9-panel WNBA Precision Pass sensor wall with live leaderboard
Support Model
- Partner scan tablets at every brand stand, networked to one fan ID
- Lead-booker model with QR-coded under-18 sub-profiles per booking
- Discount-code reward unlocked directly in the House Pass on completion
Implementation
Phase 1 – Pre-Event
- Public web registration live one month ahead of the NBA’s European games announcement
- Email nurture sequence drives 20,000 registered fans toward event day
- Lead-booker model captures under-18 sub-profiles with associated consent
Phase 2 – Live Day
- 2 IUF technicians deliver full build and live-day support at every venue
- House Pass scan at the gate validates bookings and each sub-profile under peak surge
- Nine branded stands connected through one fan ID, with live leaderboard play
Phase 3 – Post-Event
- Discount-code reward unlocks directly inside the House Pass on completion
- Stand-level participation, leaderboard scores and opt-ins flow into the NBA’s CRM
- Berlin to London inside three weeks. Same platform, same kit, same fan ID
Outcomes
Fan reach & registration
20,000 fans registered across Berlin and London, captured the moment the NBA announced its European games, with a one-month email nurture sequence driving registered fans toward event day. Every entrant pre-registered through the platform.
On-stand participation
50,000 tokens unlocked across nine branded activations connected through one fan ID. Every dunk, every Precision Pass score and every partner scan logged to a single House Pass profile, visible to the fan live and to the NBA in CRM.
First-party data
Lead-booker identity, under-18 sub-profiles, stand-level participation, leaderboard scores and marketing opt-ins captured per fan and piped live into the NBA’s CRM, turning a two-city fanzone into a permanent uplift in the NBA’s European fanbase data.
