As if the world-class tennis weren’t enough, American Express took it up a notch at this year’s US Open with a 20,000-square-foot interactive Fan Experience designed to showcase its services and enhance the action on and off the courts. This marks the credit card company’s 19th year as a U.S. Open sponsor. The two-week tennis event took place Aug. 27 to Sept. 11 at Flushing Meadows in Queens, New York.
“Service is the cornerstone of the American Express brand,” Alex Chang, vp-sports marketing and entertainment at American Express, told Buzz. “The partnerships we create with entertainment and sporting properties give us the opportunity to deliver exceptional service and unforgettable experiences for our Cardmembers.”
Interactive elements housed within the AmEx tent included a tennis swing analysis in which attendees received personalized tips on how to improve their form. Cardmembers received a more in-depth lesson with a tennis professional. Fans also could challenge their friends to a game of virtual tennis. A full-sized tennis court featured live programming including 10-and-under tennis, match previews and player meets-and-greets. Cardmembers also received complimentary radios featuring live US Open audio play-by-play. An International Tennis Hall of Fame exhibit showcased the history of the sport via interactive images and artifacts.
Two mobile apps engaged fans at home or on-site. My US Open presented by American Express helped attendees plan their day and those at home stay connected to the action. People could follow their favorite players, find the must-see matches, listen to a live radio feed and find special offers for Cardmembers. Fans also could win “InPlay points” and compete for daily rewards, including tickets to the 2013 US Open finals, on the US Open with ESPN InPlay, a second-screen, watch-and-play experience.
On-site customer care professionals were on hand to answer Cardmembers’ questions and provide other services.
“We want to get our Cardmembers closer to the things that they are passionate about,” said Chang. “We enhance their experience, whether that’s with coaching from a USTA professional, catching a match with commentary provided by our radios, or playing InPlay alongside the action at home.” Agency: Momentum, New York City