The Drum Awards Festival - Official Deadline

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Date: Aug 2017
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American Express returns to the US Open with new and innovative fan experiences. Through an enhanced partnership with US Open champion and entrepreneur Venus Williams, one-of-a-kind activations and hospitality and services onsite, American Express is working to elevate the overall US Open experience.

This year American Express is introducing American Express Air Tennis, which uses a combination of custom-built and responsive technologies, including air haptics and an ultra-sensitive motion capture system to create an interactive live gaming experience. Located in the US Open American Express Fan Experience, players will face off against an artificial intelligence tennis opponent and compete using only their hands and natural body movements to return as many virtual tennis balls as possible. As they swing and return each shot, they will essentially feel the impact of the ball – with a timed blast of air hitting their hand.

For the second consecutive year, American Express is also partnering with Williams for a social content series that playfully showcases how she is getting ready for the US Open. The series also highlights how Williams has taken what she has learned from tennis and applied these experiences to her life off the court, namely with building two companies of her own (V Starr Interiors and EleVen by Venus Williams). Adding a new level to the partnership this year, American Express has also tapped into Williams’ passion for interior design, with the tennis star and her company V Starr Interiors providing direction on elements of the expanded Card Member Club within the US Open American Express Fan Experience at the US Open.


Experiential Agency: Momentum

Client: American Express

Event: US Open