Chase Serves Up Immersive Experience for US Open Fans
Program Includes Social Posts, Player Interviews, Onsite Activities
With nearly 750,000 spectators onsite at the US Open and many more watching from around the world, JPMorgan Chase is enabling them to experience the best of America's most prestigious tennis tournament.
Mastering the Open
Now in its 34th year of sponsoring the event, Chase is hosting a web page dedicated to the US Open as part of its Master the Open campaign. It features inside looks from previous champions Serena Williams and Tracy Austin and social posts from fans.
"We're bringing in original content and better incorporating the voice of fans to focus on what makes the US Open special," said Brian Becker, Head of Content at JPMorgan Chase. "Our original content reinforces the history and players, and we will participate in the passion and online discussion."
New Viewing Experiences
Chase and ESPN have partnered to create a dedicated WatchESPN live-streaming channel that will allow fans to view multiple camera angles, with limited commercials and audio from the stadium during changeovers.
"Earlier in the tournament you can view three matches at once," says Kate Schoff, JPMorgan Chase's Vice President of Sports and Entertainment Marketing. "During the semifinals and finals, you can view three camera angles of a match."
Digital Focus With Serena Williams
This past winter, Chase partnered with Serena Williams to feature her in its "Masters" campaign across TV, online and print ads showing how she worked for years to flawlessly execute the two-handed backhand that's one of the strongest parts of her game.
"She truly has mastered her craft, and that couldn't coincide better with our Master the Open campaign," says Barbara Paddock, Managing Director of Sports and Entertainment Marketing at JPMorgan Chase.
Tennis Education Programs
Williams is also part of Return The Serve, an initiative of Chase and the USTA Foundation that this year supports tennis and education programs in 10 U.S. cities: Chicago; Dallas; Houston; Jacksonville, Fla.; Los Angeles, New Orleans, New York, Portland, Ore.; San Francisco, and Washington DC.
The initiative includes donations of $10,000 to programs in each city, and online voters will select one city where an additional $10,000 will be donated. One child from the winning city will go to New York to meet Serena Williams at the Billie Jean King National Tennis Center the week before the US Open.
Experience at the Open
For those watching from the stands, Chase is providing a lounge onsite for customers with tickets to the US Open. Spots must be reserved in advance.
Posting the Best Tweets
Fans are encouraged to share their favorite US Open moments on Twitter using #MasterTheOpen. Chase will aggregate the tweets on its US Open site to build fan conversation and campaign awareness.
Read more about Chase at the US Open.
Matt McCue is a freelance writer based in New York. He has written for ESPN Magazine, The Wall Street Journal, Fortune, Men's Health and New York Magazine.