Chase’s ‘Mastering The Open’ Spans Endorser & Fan Content, New Viewer Experiences & Education

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Chase activates its US Open rights with an immersive fan experience that spans social content, player interviews and onsite activity.


JP Morgan Chase, which is in its 34th year as a sponsor of the event, has created a ‘Mastering The Open’ digital hub as the central platform for its tournament activation


The digital content ranges from interviews with previous champions (such as Serena Williams and Tracy Austin) to consumer-created fan posts.


Online fans are encouraged to share their favourite US Open moments on Twitter using the #MasterTheOpen hashtag.




Chase is aggregating these tweets on its US Open site in order to build fan conversation and campaign awareness.


While the Williams led strand builds on Chase’s Winter marketing work which saw the financial outfit partner with Serena Williams and featured the tennis superstar and tournament favourite in its ongoing ‘Masters’ campaign which spans TV, online and print ads (see case study).


The initiative partly focuses on how hard she works to execute the two-handed backhand that has become one of her trademark shots and key strengths.



‘She truly has mastered her craft, and that couldn’t coincide better with our Master the Open campaign,’ says Barbara Paddock, SVP of Sports and Entertainment Marketing at JPMorgan Chase.


Williams also works on the brand’s ‘Return The Serve’ educational programme that sees Chase ally with the USTA Foundation on projects in 10 US cities (Chicago, Dallas, Houston, Jacksonville, Los Angeles, New Orleans, New York, Portland, San Francisco, and Wilmington).


The project sees $10,000 donations in each city and enables online voters to select one town where a further $10,000 will be injected into the programme.


Indeed, one participating child from the winning city will scoop a trip to New York to meet Serena Williams at the Billie Jean King National Tennis Center the week before the US Open.


For Chase clients with tickets and who reserve a spot in advance, the bank provides an exclusive lounge onsite for the tournament.



Chase has also turned on of its on-site booths into a mobile charging hub and, as part of ‘Chase Day’ (Tuesday, 8 September) it is giving away portable chargers to the first 15,000 fans who enter the grounds.



Another phase of the activation is built around offering fresh viewing experiences and sees Chase link with broadcaster ESPN to create an advert-light, dedicated ‘Chase Review Channel’ live-streaming channel that enables tennis fans to view multiple camera angles 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.’


‘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.’




No doubt the sweep of this integrated, multi-phase and multi-touchpoint campaign is impressive.


And it certainly connects both those on-site and at-home and helps enhance their tournament experience.


But we can’t help but feel it lacks a central creative core.




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