American Express Swings into High-Tech at Pinehurst - Event Marketer

American Express Swings into High-Tech at Pinehurst

DB_AmericanExpress_2015 Ex
Brand: AMERICAN EXPRESS
Agency: MOMENTUM WORLDWIDE
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2015

American Express’ activation at Pinehurst, home of the 2014 US Open, was as smooth as a well-honed golf swing that landed the financial services company straight into the digital age with the MyOpen Pass RFID Experience. The engagement allowed cardmembers to digitally capture their visit in a relevant, shareable and personalized way while connecting to their passion for watching, learning about and playing golf.

The activation came to life in the 20,000 square-foot US Open American Express Fan Experience where fans registered for a MyOpen RFID wristband. By adding their name and email address they almost instantly received a personalized email containing their MyOpen dashboard where all of their day’s content would ultimately be stored.

After donning the wristband, they explored the activation, which featured swing analysis hitting bays outfitted with the latest in swing analysis technology. A Rally Cam captured 180 degree GIF photos, a Pro Cam offered an augmented reality experience with pro player Sloane Stephens and an interactive PERCH table showcased the game’s historic fashion and equipment. Fans could experience each element as many times as they wished. All was saved in a carousel of content on their MyOpen dashboard.

More than 200,000 fans entered the Fan Experience and 30,000 registered for the wristbands. MyOpen saw more than 80,000 interactions. The brand achieved more than 380 million total impressions and its perception by way of social sentiment saw positive increases, up seven percent year over year.

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