American Express’ integrated 2018 US Open activation programme serves up a blend of member benefits, fan experiences and adverts and opened with a lead commercial starring athlete endorser and former champion Venus Williams.
The ‘Before The Roar’ spot, which launched on 14 August (two weeks ahead of the tournament’s 27 August start), fronts a social and digital content series that showcases all that Amex offers via its tournament activation programme – including a new Amex Band.
The 30-second spot sees Williams preparing for the tournament and using American Express, alongside someone using the band to prepare for his own experience at the tournament.
This Amex Band is a contactless payment wristband that enables eligible card members to pay for purchases and unlock unique benefits with a tap of the band for the two week US Open at New York’s US Tennis Association’s Billie Jean King National Tennis Center in Queens.
Members can use it to purchase concessions and merchandise from accepting merchants, access the American Express Card Member Club and exclusive merchandise, plus pick up customized Polo-branded accessories and even get money back.
Card Members can pick up and activate their Amex Band at locations at the US Open including the US Open American Express Fan Experience, South Plaza and American Express Radio Satellite Booths.
The credit card brand, which has sponsored the tournament for 25 years, is offering a range of onsite benefits for card members and all tennis fans to enhance their US Open fan experience.
Other key activation strands include ‘The US Open American Express Fan Experience’ – created in harness with agency Momentum.
This multi-faceted experience offers fans everything from gaming to relaxing in the branded card member club space, as well as offering guest information at various booths throughout the grounds and via the mobile app.
A further feature is ‘The American Express Super Rally’: an interactive gaming experience that allows players to go beyond augmented reality and simultaneously play tennis in both the digital and physical worlds.
Fans can step into one of eight bays – each featuring a life-sized transparent monitor – to get a video skills tutorial from Williams, before using a custom-designed 3D printed racket to return virtual tennis balls in AR against physical targets.
The game is available to all attendees onsite and it challenges players to score as many points as possible.
The ‘American Express Card Member Club’ offers a branded space for card members can relax and enjoy complimentary services such as mobile phone charging and a refreshments bar.
There will be also be a pop-up ‘US Open Collection Store’ with exclusive merchandise for purchase exclusively for Amex Band users, and food and beverages available for purchase.
While for Platinum and Centurion members, there is also an ‘American Express Centurion Suite’, with a wide range of free food and drink, plus other amenities.
American Express Radios are also exclusively available to card members.
“Whether you’re a casual fan or have been attending the US Open for a decade, our goal is to deliver essential benefits and innovative experiences that enhance the overall Championship experience and reflect our brand’s best-in-class service platform,” said Deborah Curtis, Vice President, Global Experiences and Partnerships, American Express.
“Our partnership with the USTA is a prime example of how we’re backing our Card Members and fans alike across their biggest passion points and favorite cultural events.”
Comment:
This year’s activation follows in the footsteps of the brand’s 2017 ‘Ace The Open’ multifaceted initiative (see case study).
Entering the 25th year of its partnership with the United States Tennis Association (USTA),
American Express will further expand its tennis activity next year after it’s recent deal to become the new official payments partner/credit card of the Wimbledon tennis championships from 2019.
This new multi-year deal, which was confirmed by the All England Lawn Tennis Club in July 2018, coincided with partnership renewals with four other Wimbledon partners: Lanson, Evian, HSBC and Stella Artois.
The world’s top tennis tournament joins AmEx’s long running US Open partnership, as well as its sponsorships of the NBA,
Favorite NBA player on the move? With Amex Jersey Assurance, your jersey could be covered! Learn more: https://t.co/oS26Piz11m. Terms apply. #AmexLife pic.twitter.com/8aeoYlirFn
— American Express (@AmericanExpress) July 2, 2018
Card Members were able to watch the #NBADraft live after a private reception including a Q&A session with @spidadmitchell. Sign up for our entertainment newsletter for events in your area. #AmexLife pic.twitter.com/iIdYjvffb4
— American Express (@AmericanExpress) June 22, 2018
golf
The future is looking pretty bright from here. Huge congrats to #AmexAmbassador @TonyFinauGolf on an excellent #USOpen. Best of luck the rest of the season! #AmexLife pic.twitter.com/A5znzWt8KO
— American Express (@AmericanExpress) June 18, 2018
and of Premiership club Brighton and Hove Albion.
American Express joins an exclusive group of 12 Wimbledon ‘official suppliers’, which presently number 12 in all: including Stella Artois, Slazenger, Robinson’s, IBM, Ralph Lauren, Pimm’s, Haagen-Dazs, Jaguar Land Rover and Lavazza.
Links:
American Express
https://www.americanexpress.com
https://twitter.com/AmericanExpress
https://www.instagram.com/americanexpress/
https://www.facebook.com/AmericanExpress
https://americanexpress.tumblr.com/
https://www.youtube.com/user/AmericanExpress
Momentum
US Open
https://www.facebook.com/usopentennis
https://www.instagram.com/usopen/
https://www.youtube.com/user/USOPEN
https://www.snapchat.com/add/usopentennis
