US OPEN IPHONE APP by Digitas Boston for American Express

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US OPEN IPHONE APP

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Associate Creative Director Sheena Matheiken
Art Director Marcus White
Copywriter Matthew Mckenna
Released August 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: AMERICAN EXPRESS
Product/Service: FINANCIAL SERVICES
Agency: DIGITAS
Agency: DIGITAS
Date of First Appearance: Aug 23 2009 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.nycworkshowcase.com/shows/cannes%5F2010/pages/amexMedia_A12.html
Senior Vice President, Executive Creative Director: Lincoln Bjorkman (Digitas)
Vice Peresident, Creative Director: Nick Barrios (Digitas)
Associate Creative Director: Sheena Matheiken (Digitas)
Art Director: Marcus White (Digitas)
Copywriter: Matthew McKenna (Digitas)
Lead Designer: John Paul Stanisic (Digitas)
Senior Vice President, Media & Marketing: Jordan Bitterman (Digitas)
Vice President of Marketing: Marc Appel (Digitas)
Manager of Marketing: Alex Jacobs (Digitas)
Director, Business Development & Production: Peter Dobkin (USTA)
Director, Event Sponsorships: Jessica Igoe (American Express)
: (IBM)
Media placement: Digital - USOpen.org - 23/08/2009
Media placement: Digital - Tennischannel.com - 23/08/2009
Media placement: Digital - Tennis.com - 23/08/2009
Media placement: Out Of Home/Onsite - US Open Championship - 23/08/2009
Media placement: Digital Radio - US Open Radio - 23/08/2009
Media placement: Closed Circuit Radio - Onsite Earpieces Linked To Live Tv Broadcast - 23/08/2009

Results and Effectiveness
The US Open iPhone App had nearly half a million downloads, was beloved by enthusiasts who gave it a 4.5 star iTunes rating, and garnered fantastic consumer and expert reviews. User Reviews: - “Love it, especially the fantastic access to the USOpen Radio” - “This app was indispensable” - “This app shows the future of sports events” Expert Reviews: - “The 2009 US Open iPhone app is the next best thing to being courtside” – C-Net - Rated top #5 in best Branded Apps of 2009 – Forbes Magazine

Creative Execution
American Express collaborated with USTA to deliver breakthrough features to the USTA App. For years, AmEx delivered expert commentator play-by-play through radio earpieces. In 2009, they brought the analog earpieces into the digital age with iPhone technology. Ask The Booth delivered a new interactivity, enabling fans to send messages to the radio commentator booth, as well as to tennis pros. As fans Asked the Booth questions and offered their perspective on live matchplay, commentators and talent responded in real time. An Interactive Map helped visitors navigate the extensive grounds of Flushing Meadows, find the best matches, and check out activities like talent meet-&-greets. This feature reinforced brand association with the event, drove Cardmember awareness of benefits and participation, as well as Prospect awareness and consideration of trial. Through relationships with international tennis pros, AmEx captured video content before and during matches, adding texture beyond standard highlight footage.

Insights, Strategy & the Idea
American Express and the USTA wanted to leverage the emerging iPhone App platform to enhance the viewing experience for US Open attendees. The main objectives were to increase awareness of the event benefits that American Express delivers and demonstrate American Express Card advantages in a tangible way: don’t just message the benefits, create a utility that is a benefit in itself. The US Open is not like other sporting events which take place at one time in one place. It's a two week event with many matches occurring simultaneously over the two weeks. As the “it” event in tennis, “today’s fan” demands to be in touch with the scores, commentary and the latest breaking news throughout the event in real time. Today’s fan expects, and needs, to contribute to the dialogue. They want to listen, but also to be heard.