American Express will allow fans at next week’s U.S. Open to feel as if they are players walking through the locker room and onto the court in the latest and most advanced activation the event has planned. The four-minute experience is called the “Pro Walk.” The credit card company last year at its 20,000-square-foot AmEx Experience pavilion allowed fans to don VR googles and hit with Maria Sharapova. VR is gone this year, replaced by what AmEx is calling “immersive reality,” and a “mixed media” experience.
"Truth be told, our editors always figured it was inevitable that a brand would end up winning our Grand Ex twice. But in an age of RFIs, RFPs and fickle marketers who seem to change agencies way too often, we figured the odds of a brand and the same agency winning the Grand Ex twice were slim. But after 14 years, they did. You gotta give it up to American Express for its commitment, focus and for staying in the game with the sport of tennis, with the US Open property and with its longtime agency of record Momentum Worldwide."
Event Marketer highlights ten of the top uses of digital for sports sponsorship and two pieces of Momentum's work for American Express ("Rally on the River" and the "NBA House") are on the list.
Event Marketer talks with our CTO Jason Alan Snyder about some of the technological challenges in creating a hydro-interactive wall with American Express for the US Open.
Media post writes:
"Advertising can be fake for many consumers; but experiences are real. With its thinking as a backdrop, Momentum Worldwide has been using virtual reality for marketing efforts to connect with consumers."
To celebrate the start of this year’s US Open tennis tournament (Aug. 31 to Sept. 13), American Express on Aug. 26 served up the first-ever hydro-interactive tennis experience at Pier 97 in New York City. Officially dubbed the American Express Rally on the River, the VIP and cardmembers-only event featured appearances by tennis pros Maria Sharapova, John Isner and Mónica Puig, comedian Kevin James and musical guest Chromeo.
It’s a busy time of year for ad agency people, many of whom have to trek back and forth from Manhattan to Queens, schlepping clients out to the U.S. Open or checking in on their brand’s marketing presence at the event.
But as much fun as taking in some tennis can be–particularly as Serena Williams pursues the first calendar year Grand Slam in women’s tennis since 1988–some ad executives actually do have some work to do, believe it or not.
So this year, one agency sent a robot out to Queens so that its executives could be at two places at once.
American Express has sponsored the U.S. Open for more than 20 years, bringing tennis fans and card members a variety of experiences that celebrate the love of tennis—and its players—and the championship event itself. Many of the experiences in recent years have been technology-focused, and this year was no different
ESPN's SportsCenter covered the American Express Rally on the River event that helped kicked off the US Open in New York.
As brands continue to experiment with virtual-reality technologies, the consumer experience has only become more and more active. That's especially great for sports fans who want to experience what it's like to face off against their favorite athletes, and it's exactly what American Express did for this year's U.S. Open.