Marketing Us Open Creative

American Express serves up benefits and Venus Williams activations at US Open


By Kyle O'Brien | Creative Works Editor

August 27, 2018 | 3 min read

The US Open serves up two weeks of top tennis action starting today (Aug. 27) at the USTA Billie Jean King National Tennis Center in Queens, New York. With it comes the 25th year that American Express will be onsite with benefits for card members and all tennis fans, to enhance their overall US Open fan experience.

Amex Fan Experience

Amex Fan Experience

One item new for this season is the first-ever Amex Band, a contactless payment wristband that allows eligible card members to pay for purchases and unlock unique benefits with a tap of the band. With it, members can 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.

To showcase the Amex Band, American Express partnered with tennis legend Venus Williams for a social and digital content series that highlights everything Amex has to offer at the championships. In a 30-second spot, Williams is seen utilizing American Express and the band as she preps for her tournament, alongside a normal guy also using the same products to prep for his experience at the tournament.

Fans can also interact with the brand in many other ways. The US Open American Express Fan Experience, done in partnership with Momentum, lets fans play games, relax in a card member club, and get guest information about the at various booths throughout the grounds, as well as through the mobile app.

The American Express Super Rally is an interactive gaming experience that allows players to go beyond augmented reality (AR) and simultaneously play tennis in both the digital and physical worlds. Players can enter one of eight bays featuring a life-sized transparent monitor, get a video tutorial on how to play by Williams, then use a custom-designed 3D printed racket to return virtual tennis balls in AR against physical targets. The game is available to all US Open attendees and challenges players to score as many points as possible.

There are a few features available to only card members, including the American Express Card Member Club, where card members can relax and enjoy complimentary services, including mobile phone chargers for use onsite and a refresh 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. For Platinum and Centurion members, there is an American Express Centurion Suite, with complimentary food and beverages, and other amenities. American Express radios, exclusively for Card Members, are also available to card members.

The Fan Experience will be up throughout the length of the tournament. See photos of the activations by clicking on the Creative Works box below.

American Express: American Express Fan Experience by Momentum Worldwide

By American Express

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