Inside the Ring

The Social Soul exhibit surrounded participants with images and sounds from their Twitter stream and from those of a suggested match. The entire experience lasted less than two minutes.

To provide a view inside the Social Soul experience while maintaining complete darkness inside the room, MKG created a periscope-like window that people could look through via their smartphones. The agency created a separate hashtag, #socialscope, to track sharing of photos and videos taken through the window.

As people exited the Social Soul room, a screen outside displayed the Twitter handle of their suggested match.

Memorabilia from the U.S.G.A. Museum was on display, highlighting the four previous U.S. Open Championships held at Merion (1934, 1950, 1971, and 1981). The exhibit featured photos, historical accounts, trophies, and other artifacts celebrating the history between the golf club and the association.

To make the sport less intimidating for beginner players, American Express provided detailed information about the handicap process. The setup included take-home brochures about how to calculate a handicap, as well as a list of celebrity handicaps. (Vice President Joe Biden has a handicap of 8.2, while Super Bowl M.V.P. Joe Flacco’s is 9.4.)

American Express offered one-on-one swing analysis and instruction from P.G.A. professionals. Using cameras and motion-sensor technology, the pros addressed where each participant could improve. As an added perk, card members received an additional 10-minute video analysis via email.

American Express provided complimentary CourseCast Radio earpieces to card members and fans on Friday, Saturday and Sunday. The devices were tuned to the ESPN Radio broadcast of the championship, making it easy for attendees to keep up on the action going on throughout the course.

For the second year in a row, renowned golf trainer Sean Cochran (who counts Phil Mickelson among his clients) was on hand with a team of experts to promote overall physical fitness in the game of golf. Cochran stressed the importance of thinking of golf as a complete physical activity, not just the act of swinging a club.

Located in Spectator Square, the American Express Championship Experience tent created a welcoming environment for fans and card members. Attendees could get a break from the heat or the torrential downpours in an air-conditioned tent complete with comfortable seating and a slew of interactive, golf-related activities.

The producers of Acer's global launch event flooded Skylight Soho's entrance hallway with interactive gadgets, including floor projections that reacted to movement.

Designed to suggest at the new products being launched, the front space held touch-screen monitors and other interactive technology.

The area used for the presentation was styled like a fashion show, with a runway instead of a stage for Acer executives to speak from.

To give the audience of press the closest possible viewpoint for the presentation, the event producers utilized a 270-degree cyclorama as the screen.

To allow the products and video displays to be the focus of the event, the organizers chose simple, transparent, and white furnishings.

The video projections were also used in the lounges, where the guests could try out the new technology.

In one lounge, floor-to-ceiling images of books was used to create a cozy, library-like environment for attendees to play with the Clear.fi software.

Acer's Iconia tablet was one of the biggest products the electronics giant introduced at the event, which it hopes to launch in 2011.