NBA partner Microsoft had already been developing tech that dovetailed with Michelob Ultra’s conceptNBAE/GETTY IMAGES
The NBA for its restart in Orlando has "teamed up" with Microsoft, Michelob Ultra and the A-B brand’s agency partner, FCB, New York, to "create 'Michelob Ultra Courtside,' a totally virtual experience" for fans during NBA bubble games, according to Ann-Christine Diaz of AD AGE. Via "massive digital screens and Microsoft tech, during each game, 300 audience members appear surrounding the court." It is "just one part of a suite of new tech offerings that the NBA has incorporated into games to help enhance audience experience under current restrictions." The brand and agency had "researched various technologies to ensure the idea was possible, but hadn’t finalized partners to make it happen." But when they approached the NBA with the idea, the "stars aligned." In April, Microsoft became the official tech partner of the NBA, and among the things they were "already developing was tech that dovetailed with Michelob Ultra’s concept." Michelob Ultra has been "inviting viewers into the game with messaging on various platforms directing them to Ultracourtside.com, where fans can sign up for a chance to snag a seat" (ADAGE.com, 8/17).
MAVS SEE HEAVY INTEREST: In Dallas, Callie Caplan notes the Mavericks have received "overwhelming interest to participate" in the virtual seating. Fans and teams have been "creative," showcasing a "5-month-old baby" named after Mavs G Luka Doncic and a pet goat, to name a few. Mavericks CMO Iris Diaz: “We’ve seen a lot of interest in people wanting to be a part of it. You get to see yourself on TV. You get to see the players. The players get to see you. … Now that fans are seeing how it works, they’re gravitating to it.” Each virtual fan is "randomly selected through application portals on the Mavericks’ website." They receive sign-in information "a day before their specific game." The league "divides its section allotment between the designated home and away teams and NBA-specified groups" (DALLAS MORNING NEWS, 8/16).
MAKING THE MOST OF IT: In Boston, Gary Washburn wrote virtual fans initially "seemed like a silly idea." But the league has "turned them into a bubble-game must by getting legends" such as Dirk Nowitzki, Paul Pierce and Chris Bosh to "serve as fans" (BOSTON GLOBE, 8/16). QUARTZ' Nicolas Rivero noted the NBA "employs a team of moderators to monitor sections of the stands" in order to "make sure the digital crowd is fit for broadcast." NBA Head of Next Gen Telecast Sara Zuckert said, "We really have not -- knock on wood -- run into any issues" (QZ.com, 8/14).
