30/06/2021

American Express Wimbledon Activation Led By Andy Murray Fronted ‘Champions Rally’ AR Game

American Express, the official payment partner of The Championships Wimbledon, invited fans to test their own racket skills from the comfort of their own homes via an augmented reality (AR) game featuring Andy Murray called ‘Champions Rally’.

 

Launched on 23 June, the 90-second game gets gradually more challenging as users progress through points and access more Wimbledon features such as the Royal Box and Umpire’s Chair, while American Express cardholder players have a chance to win prizes.

 

 

Based on a previous on-site fan experience from 2019, the refreshed ‘Champion’s Rally’ virtual reality tennis game is played on mobile devices and sees two-time champion Murray guide tennis fans with a virtual coaching and gameplay experience that replicates Wimbledon’s iconic Centre Court.

 

 

 

American Express Cardmembers can also post a ‘Champion’s Rally’ selfie or their name at the end of the game with an opportunity to join the Amex ‘Wall of Champions’ alongside global tennis talent such as Andy Murray.

 

 

 

Plus, all UK Cardmembers who submit a selfie or their name to the ‘Wall of Champions’ and share it on Instagram or Twitter with #AmexChampsRally are entered into a random prize draw with the chance to win the ultimate Amex Experiences bundle including a virtual meet and greet with Andy Murray and The Championships 2022 Finals tickets.3

 

The game can be played during the tournament between 28 June and 12 July 2021 and accessed via championsrally.com or via a QR code found onsite.

 

The virtual experience, which was created by agency Momentum Worldwide and Dimension Studio, is a hero strand of American Express’ on- and off-site Wimbledon activation programme.

 

 

 

American Express’ partnership with the AELTC, now in its third year, also includes a range of rights ranging from branding and logos on the rights owners’ platforms, plus the on-site ‘American Express Cardmember Lounge’ which offers those attending the tournament in person an exclusive branded space to relax between matches, plus in-ear radios featuring a live broadcast of Centre Court, No1 Court and the Wimbledon Radio Channel 1, plus an exclusive 20% discount at The Official Wimbledon Online Shop throughout The Championships.

 

Located between Courts 3 and 12 and boasting a panoramic view of the grounds and private terrace access, the lounge is available to all cardmembers (plus one guest each) on a first-come first-serve basis and offers a variety of drinks (including the Cardmember Lounge-exclusive – the Sipsmith Gin Wimbledon Southside cocktail and Lanson Gold Label Vintage) and a range of sweet and savoury snacks available to purchase with an American Express Card.

 

In addition there are a number of American Express kiosks across the site.

 

While its off-site offering is led by a series of off-site viewing events at the sold-out London Restaurant Festival where American Express is the presenting partner, as well as an exclusive members-only screening of the Wimbledon Ladies’ Singles Finals at the sold-out pop-up pontoon ‘Tennis at the Marina’ event at St Katharine Docks.

 

 

Other activations and assets supporting the partnership include an American Express above-the-line campaign, launched on 28 June, which includes an out-of-home presence at key transport hubs for/to Wimbledon and along fan routes to the event.

 

This creative celebrates that, after last year’s cancellation, Wimbledon is ‘on’ this year and amplifies the extra benefits that cardmembers can enjoy both off-site and on-site by virtue of being #WithAmex which help make the experience extra special.

 

Cardmembers can also benefit from The Championships 2022 presale running from 12 July 2021 to 16 August 2021 with packages available for American Express Cardmembers for next year’s tournament (which will be held between 27 June and 10 July) in a partnership with Keith Prowse and which includes a new ‘The Treehouse’ flexible, informal hospitality experience with tickets to Centre Court or No.1 Court included (see wimbledon.com/americanexpress)

 

“This is our third year partnering with Wimbledon as it continues to be a great example of how we’re backing customers and tennis fans around the globe with unique experiences,” said American Express VP Global Sports Experiences and Partnerships Lindsay UIrey. “From exclusive access to our specially designed Cardmember Lounge to having a tutorial with tennis two-time Wimbledon champion Andy Murray in Champion’s Rally, this partnership really does allow us to show how you get more with Amex.”

 

In the press statement accompanying the campaign launch, Andy Murray added: “It’s great to be back working with American Express on Champion’s Rally. Now that the game is on mobile, I can help tennis fans get the most out of their Wimbledon experience whether courtside or on the sofa.”

 

 

 

 



Leave a comment

Related

Featured Showcases

Leave a comment