A team with LeBron James, Dwyane Wade and Chris Bosh isn't enough for fans of the Miami Heat thus far. Ticket prices are dropping, empty seats are visible during broadcasts and fan participation is leaving something to be desired during home games. What do desperate times like these call for in Miami? A cheesy instructional video for the fans, of course!
Meet the Heat's newest marketing campaign aimed at educating fans in South Beach: "Fan Up." The campaign uses some of the oldest tricks in the book -- cheerleaders -- to hammer home how to be a fan. Common knowledge items like showing up on time, staying until the end and cheering for the Heat are the cornerstones of Fan Up. It may seem like a simple concept, but it's clear some fans in Miami are having trouble with the basics of fandom.
It doesn't stop at the video, however. According to the Heat's Fan Up mission statement (below the video linked above), fans are not only encouraged to arrive early, but will be rewarded for it. That's right, show up on time -- like any fan should -- and the Heat will give you "goodies" -- a magical codeword for $2 off already overpriced food.
Food discount not up the fashionably on-time fan's alley? How bout a 10 percent discount on Heat merchandise? That's right, be a good fan and you can get your favorite Heat jersey at a discounted rate. Not only are seats going for less, but merchandise is too!
If positive reinforcement doesn't work, the Heat will be locking the doors at tip-off like a high school teacher punishing tardiness before you know it. Because being fashionably late just isn't acceptable in trendy South Beach.