Creating intimate fan experiences and boosting team revenue
As a top NBA basketball team, the Cleveland Cavaliers possessed legions of loyal fans. Now in their semicentennial year, they sought to create individualized experiences for these loyalists – especially the ‘super-fans’ – who had stuck by them through thick and thin.
Thunderhead was challenged to identify these superfans, helping the team understand how they travelled across their many touchpoints. By empowering every one of them to control their own journeys, the Cavs could then deliver a better fan experience – and positive commercial impact. Here’s how Journey Orchestration made the difference.