SURE, WE COULD BRING NEW YORKERS TO THE U.S. OPEN. BUT COULD WE ALSO BRING THE OPEN TO NEW YORKERS?
NY is Open
The U.S. Open is a New York tradition that gets everyone talking. Well, almost everyone. Despite record-breaking ticket sales, social conversation was down 44% from 2015. To reverse the trend, we went at it full-force with a ragtag bunch of illustrators, animators, and run-and-gun filmmakers working to create content as unique as the Open’s hometown.
The result was a transmedia campaign that included a film featuring real U.S. Open Ball Boys & Girls honing their skills on the streets of NYC, and microcontent that brought the best of the Open to the best of Manhattan.
The Ball Kids "social video" resonated so deeply and latched onto the hearts of the clients so much that they decided to run it as a national TV spot on ESPN during the event.
increase in engagement vs. the average US Open post
our self-produced microcontent received 5MM impressions and averaged 46% more engagement than previous US Open posts
increase in impressions vs. the average US Open post