American Express Activates Digital Experiences at US Open - Event Marketer

The US Open American Express Fan Experience 2013

American Express Activates Digital Experiences at US Open

The US Open American Express Fan Experience this year features two new activations, an interactive sensory experience called the Art & Sound of Tennis and US Open TrendCast from American Express, a social-based fan activity that digitally extends the excitement surrounding the tournament. American Express, a 20-year U.S. Open Tennis sponsor, also will offer more tennis instruction than in the past with clinics for players of all ages and skill levels, as well as personalized tennis swing analysis, a digital tennis gaming center, exhibits from International Tennis Hall of Fame and the Arthur Ashe Learning Center and more.

“We focused on two areas this year,” Michele Carr, director of sports marketing at American Express, told Buzz. “We wanted to bring the Fan Experience to the next level and extend it digitally to fans on-site and at home.”

The Art & Sound of Tennis is a green screen experience that translates fans’ tennis swings into electronic art that can be printed on-site and shared on social channels. Attendees step into a booth and swing an electronically wired racquet to music that generates a digital snapshot of the action.

The US Open TrendCast, which is featured within the official US Open app, tracks the Championship’s hottest stories via Twitter so fans can explore trending topics and join the conversation directly from the app. The TrendCast culminates in a daily radio show broadcast live from the card member club in the Fan Experience. During the broadcast, tennis analysts Matt Cronin and Steve Flink discuss the top five trends of the day and answer questions from fans on-site and at home.

“It is an unscripted show that gives people an opportunity to be heard,” Carr says.

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