Create awareness around the US Open ticket on-sale while increasing the social conversation around the US Open.
Armed with the overall objective of engaging tennis fans, we started with a creative concept that was both fun and compelling to the target audience. We built and highlighted a compelling message and coupled it with an activity that reinforced it. The activity was centered on social media and its power to organize and inspire large groups.
The “Follow Me to the US Open” concept employs the power of the conversation on the social web with the passion for US Open tennis. The idea is simple and engages the user in one of the most visible mechanisms of the US Open experience - the concept of “making the draw.”
We created the concept of a ‘social draw,’ an unlimited selection of participants who could earn points, and status, by engaging in the conversation around the campaign.
Before the actual US Open, we will seed the top 128 in an actual bracket where they will face off against one another and win/lose based on their social media activity. The more active a participant is the better chance they have of making the draw. In late July we will lock in the draw based on the data we gather during qualifying.
Once the draw is set there are regular ‘showdowns’ of social media data scoring where each participant’s custom activity is counted programmatically. The result of these tallies determine whether a participant wins and moves on or loses. We will feature details of each post, allowing visitors to follow and scroll through the ‘river of news’ around the ‘Follow Me to the US Open’ campaign. Participants have a chance win a package of 2011 US Open tickets, access to players, sponsor goodies and more.