2014 U.S. Open: How Brands Courted Fans During the Tennis Tournament
Brands, fans, and tennis players got into the swing of things—on and off the court—thanks to sponsored galas, activations, and promotions.
The U.S. Open returned to New York on August 25, bringing thousands of tennis enthusiasts to the U.S.T.A. National Tennis Center in Flushing Meadows, Queens, to watch top-seeded players battle it out in the late-summer heat. Marketers were out in force, too, creating pop-up courts, suites, and fan experiences. Here's a look at some of the promotions and events surrounding the 2014 U.S. Open.
The U.S. Open American Express Fan Experience
A rally cam captured fans’ best tennis shots and candid poses from nearly every angle in a shareable 180-degree video file.
The U.S. Open American Express Fan Experience
This year, long-time sponsor American Express introduced MyOpen Pass to help customize its event for visitors. After registering, fans were issued R.F.I.D.-enabled wristbands that collected data from their activities, such as posing with a hologram of tennis player Sloane Stephens and a professional swing analysis. Visitors then received a personalized email recapping their day that could be shared on social media.
The U.S. Open American Express Fan Experience
A full-size tennis court was used for 10-and-under tennis sessions, tennis clinics for all ages, and player meet and greets.
Time Warner Cable Studios
Fans could watch a live feed of the action at the Time Warner Cable Studios lounge, located inside the grounds of the National Tennis Center in Flushing Meadows. Guests could also attend in-person Q&A sessions with sports legends, such as Billie Jean King.
Moët & Chandon Display
Moët & Chandon, the official champagne of the U.S. Open, offered guests glasses of bubbly from a trunk display at an outdoor lounge within the complex.
Mercedes-Benz Suite
New York-based Van Wyck & Van Wyck redesigned the Mercedes-Benz suite for this year’s tournament. Using the existing color palette of blues and greys, event producers incorporated new materials, such as limestone, metal, and lacquer, and added more flexible seating areas.
Mercedes-Benz Suite
Mouth-blown glass sculptures from Eastern Europe hung above the buffet. Console tables, coffee tables, and side tables were provided by Mitchell Gold & Bob Williams.
Mercedes-Benz Suite
Guests had a clear view of play from the luxury car brand’s suite in Arthur Ashe Stadium. The tournament ends September 8, with the men’s final match.
Taste of Tennis Gala
Serena Williams, TV host A. J. Calloway, and chef Masaharu Morimoto prepped sushi rolls during a cooking demo at the 15th annual Taste of Tennis Gala on August 21 at the W New York as part of the first-ever Taste of Tennis Week.
Taste of Tennis Gala
While her sister joined in on the culinary action, Venus Williams hopped on the turntables to show off her DJ skills during the event.
Taste of Tennis Gala
Tennis player Agnieszka Radwanska and Cheesecake Factory executive chef Jay Hinson served up the restaurant’s signature sweet treat. The event also featured some of New York’s most prestigious chefs including Marc Murphy of Landmarc, Zac Young of the David Burke Group, and Sebastien Chamaret of Bagatelle. Proceeds benefited City Harvest.
Nike U.S. Open Pop-Up
To promote its new Nike Court collection, the sportswear brand built a surprise pop-up court in downtown Manhattan. Those with a Nike+ account could book court time during the five-day event, which was held prior to the tournament.
Nike U.S. Open Pop-Up
Production Glue, which oversaw the infrastructure, creative management, execution, and stage production of the event, created plenty of amphitheater-style seating for guests. To encourage spectators to share on social media, organizers branded the seats with handles, hashtags, and website URLs.
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