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  • AmEx x US Open Next Contenders – Postcard Dispatch
  • AmEx x US Open Next Contenders – Postcard Dispatch
  • AmEx x US Open Next Contenders – Postcard Dispatch
  • AmEx x US Open Next Contenders – Postcard Dispatch
  • AmEx x US Open Next Contenders – Postcard Dispatch

AmEx x US Open Next Contenders – Postcard Dispatch

2010
Work with Momentum Worldwide as part of American Express’ brand activation for the 2010 US Open. The Next Contenders program highlighted four up and coming tennis athletes who are on a journey to up their ranks and change the game at the US Open stage. Nextcontenders.com is the digital hub providing all-access look at lives of Sam Querry, Caroline Wozniaki, Sam Isner and Melanie Oudin within Arthur Ashe Stadium and beyond.

Postcard Dispatch became a facet of nextcontenders.com. Upon arrival to New York for the tennis tournament, each Next Contender received a packet of adlib-like postcards and a pack of mini sharpies as a creative form of Q&A for followers to get to know a little more about these rising stars.

By taking a less expected, more intimate approach on today’s new players, we inspired the industry and media to talk about American Express in a brand new way. Here are the stats:

[list_item]Increased experiential touchpoints between ’08 & ’10, 17%[/list_item]
[list_item]Increased publicity 118%[/list_item]
[list_item]Owned the post-match interviews with ESPN[/list_item]
[list_item]Hit a record high charge volume of $21.17 million, up 6% from ’09[/list_item]
[list_item]673,358 US Open iPhone App Downloads, up 53% from ’09[/list_item]
[list_item]Got the 2nd highest Engagement Score and Completion Rate among AXP verticals, ever[/list_item]
[list_item]Increased banner response 26.5%[/list_item]
[list_item]15.6 million Impressions from the TV Spot Increased Social Media 11%[/list_item]
[list_item]Increased Radio Program Attendees 68%[/list_item]
[list_item]32,000 gift cards redeemed onsite, up 3% from ’09[/list_item]