Social Media Wall Fronts Esurance's US Open Work

Esurance’s integrated US Open multi-platform initiative, which revolves around brand ambassadors and world N.1 doubles pair the Bryan Brothers, includes the innovative on-site social media wall.

The 50ft-by-8ft interactive video screen wall, a new addition to the US Open site in 2013 next to the Louis Armstrong Stadium, displays displays social media commentary by fans and players in real time throughout the tournament.

Like some form of giant aggregated Tweetdeck, Facebook Page and Instagram Account, it aims to keep fans abreast of news, views, insights and what US Open issue are trending socially.

It connects the 700,000 live attendees (who can post directly live onsite) with the global tournament fanbase using the official hashtag #usopen.

As well as Esurance, it also includes links to sites from fellow sponsors Chase and Xerox and feeds will be monitored, reviewed and aggravated live by IBM and IDS.

The direct-to-consumer insurance company’s campaign includes a is a new 30-second TV spot called ‘Tennis For The Modern World’.

The ad, featuring the Bryans, compares how technology has changed tennis to how Esurance has used technology to change the way consumers purchase insurance.

The spot, which is running on network and cable channels and US Open Series programming, features visuals showing the Bryans wearing tennis fashions from the previous century and highlight the sport’s changes and advancements through the era.

The sponsor has also posted behind-the-scenes video vignettes of the making of the commercial on its Facebook page.

This also includes additional footage of the Bryans tennis fashions and further commentary about how tennis has changed over the years, plus downloadable infographics highlighting the Bryans and advancements in racquet technology, tennis fashion, and doubles tennis.

Esurance is also running a sweepstakes on Facebook with the winner attending the New York tournament’s opening night as guests of the Bryan Brothers and receiving a hotel stay, $2000 in travel expenses and a tech-led tennis gift pack.

Consumers simply ‘like’ Esurance’s Facebook page and fill out a ‘list building’ quick entry form to enter the competition.

This is further supported by further print, online, search, display, and social media elements, while Esurance’s on-site activation at the US Open itself also incorporates campaign elements.

Comment

Esurance, the official car insurance sponsor of the US Open, has a history of supporting tennis and tennis philanthropy, including past work with the Bryans and the USTA’s national charitable foundation, USTA Serves, to benefit tennis programs for at-risk youth.

It is also continuing its sponsorship of Arthur Ashe Kids’ Day at the US Open to help support USTA Serves and the National Junior Tennis and Learning (NJTL) network.