The Cavaliers have expanded their proximity marketing program for the NBA Finals at Quicken Loans Arena. The program uses beacon technology to send messages to fans' mobile devices through the arena's mobile app for informational and commercial purposes. Those messages will be used during tomorrow night's Game 4 to help drive fans to the #liveattheQ Pepsi Social Zone near sections 123 and 124 on the main concourse. Prior to tip-off, the Cavs will debut a fan mosaic sponsored by KeyBank to be displayed on the arena's center-hung video board. The mosaic contains images and social posts tied to the #ALLinCLE and #KeyInsider hashtags. All of the images that make up the pixels in the mosaic and featured posts will rotate front and center before falling back to their original spot in the display, said Cavaliers VP/Digital Mike Conley. After the mosaic is unveiled, fans can visit the social zone to receive a free poster of the mosaic featuring their images. The social zone has an interactive version of the mosaic where fans can find their individual images on an 84-inch, 4K touch screen display. In addition, messaging from beacons will randomly select fans to receive Cavs gear when showing the message to team representatives working the social zone. More giveaways will be distributed to fans showing those reps that they have "checked into" the arena through Facebook, Conley said. To date, the Cavaliers are one of the few major league teams to build on beacon technology, designed to improve the fan experience and generate revenue.
