American Express s’active pour l’US Open

Alors que l’US Open, l’un des tournois de tennis les plus attendus débute tout juste, American Express propose des activations pour mettre en avant son partenariat avec l’événement.

Le programme d’activations d’American Express a pour but de proposer au plus grand nombre de vivre l’US Open « comme un pro ». Amex a mis en place le dispositif US Open American Express Fan Experience au sein de l’USTA Billie Jean King National Tennis Center. La marque propose une expérience virtuelle aux spectateurs du tournoi de tennis : le « Pro Walk ». Grâce à une technologie inédite intégrant un dispositif son et lumière agrémenté d’hologrammes, d’un mapping du stade et d’autres effets, les participants pourront vivre la routine d’un joueur de tennis depuis son casier dans le vestiaire jusqu’au court central.

D’autres animations sont organisées sur place et permettent de faire vivre des expériences inédites aux membres American Express. L’entreprise est également partenaire de plusieurs clubs VIP au sein de l’US Open, dans lesquels les spectateurs peuvent bénéficier de nombreux services. Les plus chanceux pourront s’asseoir sur le trône construit en balles de tennis et en raquettes !

« Chez American Express, nous sommes toujours ravis d’apporter à nos membres et aux fans de tennis, des expériences excitantes et interactives lors de l’US Open. Compte tenu des changements apportés au tournoi de cette année, nous sommes particulièrement heureux d’utiliser notre position en tant que marque de service pour veiller à ce que tous les fans soient en mesure de vivre l’expérience de l’US Open comme un pro. » explique Deborah Curtis, Vice-Présidente du sponsoring et du marketing expérientiel chez American Express.

Pour compléter l’expérience, American Express s’est offert les services de plusieurs stars du tennis à l’image de Venus Williams, Pete Sampras, Monica Seles et Taylor Fritz. C’est un moyen de montrer que la marque est en mesure de fournir des prestations haut de gamme et des services exclusifs.

Côté digital, American Express crée des rendez-vous sur les différentes plateformes sociales où la marque est présente. Des discussions autour des matchs de l’US Open seront engagées sur Twitter avec #AmexTennis et les ambassadeurs de la marque s’y joindront. Venus Williams est d’ailleurs au cœur d’une série de vidéos qui montrent sa préparation.



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