Last summer, Heather Salkin, svp of innovation for North America at experiential agency Momentum Worldwide, had to be in two places at once: American Express’ virtual reality demo at the U.S. Open in New York and with her family at a New Jersey beach. Normally, Salkin would have had to forgo her vacation to attend the tennis tournament. Instead, she used one of Momentum’s traveling robots to appear at her client’s event while she relaxed 160 miles away.
Momentum became the first-ever experiential advertising agency ever named to the Ad Age "2018 A-List Standout" in consecutive years.
For 24 years, veteran US Open sponsor American Express has strived to bring consumers and cardmembers closer to the game of tennis by delivering exclusive access and implementing cutting-edge technology. This year, the brand is upping the ante once again with an artificial intelligence-powered gaming experience, an interactive photo op featuring iPhoto technology, a dedicated section within the official USTA app and its biggest Cardmember Club to date.
Ready to brush up on your swing and get a feel for what it’s really like to be a tennis pro? If you’re attending the U.S. Open this year, American Express is giving you the chance to do just that with a game of air tennis.
American Express was named BizBash's Top Innovative Brand, with its Coachella, Panorama, Golden State Warriors, Seattle Seahawks and Platinum Card experiences all cited as examples of the brand's excellence.
Momentum UK President Luke D'Arcy shares some thoughts on creating VIP experiences and their effectiveness with Raconteur
Chief Technology Officer Jason Alan Snyder tells The Guardian that new technology like VR and Mixed Reality are useful for brands and marketers but "Immersive technology needs to focus on connecting humans to humans in a profound way."
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.