Other US Open Amex activation strands included a set of exclusive benefits for card members including:
> American Express Card Member Club: in collaboration with Venus Williams and V Starr Interiors, a space for card members to relax and benefit from a set of complimentary services (such as phone charging, massages, food and drink etc).
> American Express Radio Live at the Open: these radios, exclusively for Card Members and distributed via Amex booths, bring fans closer to the tournament through live commentary and updates from ESPN.
> US Open Card Member Offer: members can enroll their eligible American Express Card to get $20 back after they spend $100+ in one or more transactions on-site at the US Open.
> American Express Section within US Open App: for the first time, Amex had a dedicated section within the USTA’s mobile US Open App where eligible Card Members can enrol in the US Open Card Member Offer, unlock an Amex Map View of the grounds and learn about everything American Express is offering throughout the tournament onsite.
“At American Express, we are dedicated to providing memorable experiences for our Card Members, and the US Open continues to serve as the perfect platform for us to engage tennis fans in new and exciting ways through premium access and benefits,” said Deborah Curtis, Vice President, Global Experiential Marketing and Partnerships, American Express.
“We’re thrilled to continue our partnership with Venus Williams – a Card Member, champion and entrepreneur. From delivering a newly designed Card Member Club influenced by Venus herself to a multi-sensory tennis activation, we think that we are delivering services that will truly elevate the US Open experience.”
This is another well-rounded, integrated US Open activation programme from American Express and it isn’t the first time the brand has used VR in its tennis tournament activation.
This 2017 activation follows in the footsteps of last year’s American Express US Open leverage work – which included the inventive ‘Pro Walk’ immersive experience (see case study).
The VR initiative reminds us of previous on site virtual tennis experiences such as the Infosys/Playstation immersive activation in London’s O2 during the 2016 ATP world tour finals (see case study)
and American Express’ very own ‘You vs Sharapova’ initiative at the 2015 US Open (see case study).