American Express at this year's U.S. Open is giving fans the chance to see "what it's really like to be a tennis pro" with a game of air tennis "against an AI opponent," according to Katie Richards of ADWEEK. Fans "aren't given equipment," but instead "use their body and hands to return the ball." The game is "designed to read each player's shape and build using a kinetic motion sensing device." There are "eight bays for fans to play in." AmEx "teamed up with Venus Williams" for the effort, and she "made an appearance at the fan experience on opening day and hopped into one of the air tennis bays to play a few sets." Williams "helped design the layout of the fan experience at the U.S. Open this year and the cozy cardholder club where fans can relax and enjoy charging stations and hand massages as well as food and beverages." Momentum, which is AmEx' agency, "helped bring the experience to life, while Flight School created the air tennis experience." AmEx also tapped Williams for its "'Ace the Open' social series." AmEx has been a USTA partner for 24 years, so each year at the U.S. Open the brand "makes sure all of its activations for fans and cardholders are one step above the year before" (ADWEEK.com, 8/31).
TALKIN' BOUT MY GENERATION: Richards noted the USTA has "launched Net Generation this year, a youth tennis brand and initiative that aims to get more kids from around the country involved in tennis." The USTA "worked with its agency of record," Wunderman, N.Y., and Brooklyn- based production company Rumur on the project. There will be 15-second, 30-second and 90-second versions of the spot that "run on TV and social media as well as at the U.S. Open." The program will "continue rolling out over the coming months, with more videos and ads on the way" (ADWEEK.com, 8/31).
