American Express Refreshes it US Open Experience - Event Marketer

American Express Refreshes it US Open Experience

DB_Amex_2012 Book
Brand: AMERICAN EXPRESS
Agency: DIGITAS MOMENTUM WORLDWIDE WE LIKE SMALL
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP EX AWARDS — BEST OVERALL USE OF TECHNOLOGY
Year: 2012

American Express is a long-time sponsor of tennis’ US Open, but the brand was looking to reinvigorate its on-site activation. The result: the 2,500-square-foot US Open American Express Fan Experience.

For starters, American Express came up with the Court Curator, an interactive touchscreen app that created an individualized itinerary for attendees. It informed fans of everything going on, including the most popular features, as well live court action and player bios. It also allowed fans to share their experience on Facebook and Twitter. Plus, fans could scan the RFID chip on their itinerary cards at the various AXP booths to get the latest scores and schedules throughout the event. There was a serve analysis where reps used advanced motion technology to compare fans’ serving form with those of the pros. And for follow-up, American Express emailed partici- pants a personalized lesson following the tournament. American Express card holders got an extra perk: a 10-minute lesson with a professional.

For every $150 that customers charged on their American Express cards at the tournament, they received a $50 Ralph Lauren gift card. A private hospitality area offered premium food and beverages and meet-and-greets with the pros.

The experience was the largest on-site and in market activation ever executed by American Express. More than 300,000 fans took part—25 percent more than the average for the event. More than 8,000 users took advantage of the Court Curator app, and more than 20,000 Ralph Lauren gift cards were redeemed.

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