American Express has launched a digital site that will help consumers experience the U.S. Open up close when the tennis tournament kicks off next week.
The site, http://nextcontenders.com/, allows fans to get a behind-the-scenes look at some of the games' players, specifically, John Isner (shown), Sam Querrey, Caroline Wozniacki and Melanie Oudin. It's part of a sponsorship deal AmEx has inked with the U.S. Open. (The financial services company is a 17-year sponsor of the event.)
At NextContenders, visitors can watch a video on "what does it take?" to be a rising tennis star, as well as follow tweets and read short posts (written by bloggers) about the players. The approach is designed to bring fans "closer to the sport they love with unique experiences and a fresh perspective on the game," said Jessica Igoe, sponsorship marketing director at AmEx.
As the games progress, AmEx will also update the site with interviews from the players, their coaches and family members, as well as footage that affords a glimpse into their personal lives.
AmEx, which saw second-quarter profits triple in its latest earnings, is also bringing back an iPhone app that allows users to submit questions, watch videos of the players and access live scores. Another initiative is Radio Live, which lets cardholders listen to play-by-play commentary and updates. It has also joined forces with the United States Tennis Association (USTA) to help repair rundown tennis facilities in Los Angeles, the Washington, D.C., and New York.
Interpublic Group agency Momentum Worldwide and Publicis' Digitas worked on both the digital site and iPhone app.
AmEx did not disclose spending on the campaign. The financial services company spent $233 million on advertising in 2009 and $151 million through the first five months of this year, per Nielsen.
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