The Credit Bank One Invitational tennis exhibition began Tuesday in Charleston, S.C., and event sponsor Tennis Channel "held its first live, drive-in viewing event" for fans, according to Ian Zelaya of ADWEEK. The network "partnered with the local Terrace Theater to host the pop-up activation for guests in 26 cars." Tennis Channel Exec Dir of Marketing Neil Roberts said that the brand "wanted to offer an alternative way for fans to comfortably watch the opening night matches, and to build awareness for the tournament," which runs through Sunday. Zelaya noted Tennis Channel's digital team "put a call out on social media for local residents to RSVP for free, with invites granted on a first-come, first-serve basis." During the event, each car "received free snacks, drinks and branded swag." The brand's onsite team "encouraged guests to post about the event with the tournament hashtag #CreditOneBankInvitational to boost awareness." Roberts said that the network "will measure success based on social coverage, as well as earned media coverage." Roberts added that Tennis Channel "will continue to explore ways to engage fans locally where future tournament broadcasts occur" (ADWEEK.com, 6/24).
