Amex Pivots Toward a Streamlined Sponsorship - Event Marketer

Amex Pivots Toward a Streamlined Sponsorship

DB_American Express_2014 ETA
Brand: AMERICAN EXPRESS
Agency: HELLOWORLD MOMENTUM WORLDWIDE
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF RFID/NFC
Year: 2014

American Express has been a partner of U.S. Open Golf Championship since 2006. This year, the brand wanted to offer fans a deeper engagement with its brand through a wearable tech solution that allowed it to tie the entire American Express experience together for fans—before the event, during the event within its 80-foot by 80-foot activation space, and after the event.

The MyOpenPass was a Bluetooth-enabled RFID wristband registered to each fan as they entered the tented experience. Immediately after registering, guests received an email with a unique URL directing them to their MyOpen dashboard on their device. As fans engaged and scanned their MyOpen passes at various activities, the MyOpen landing page populated with their personal content like stats, images and follow-up information from the day’s activities—all in one simple location. For example, fans entering the Golf Fitness Studio scanned the MyOpenPass to later receive five fitness videos on the MyOpen landing page by head trainer Sean Cochran. They could continue to use the exercise they learned at home.

Nearly 45,000 fans came through the experience, 20 percent of whom signed up for a MyOpen pass. In the end, the brand also was able to move people in and around the space with shorter lines and increased throughput. Hole in one, baby.

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