Chase Starts Multi-Strand US Open Tennis Activation With ‘Sound Check > US Open Kick Off Concert’

Introduced by athlete ambassador Serena Williams and taking place on the evening of the tournament, US Open sponsor Chase (the consumer facing brand of US financial giant JP Morgan Chase) hosted a virtual kickoff concert featuring Khalid, Chloe x Halle and Kane Brown.

A further example of the ongoing entertainment blending trend linking music and sport, the Chase Sound Check programme seeks to bring clients and consumers closer to their favourite music stars and this online concert spearheads a US Open activation programme which aims to make more of that US Open energy even whilst watching from home.

Other elements of the digitally-led activation range from offering customers unique virtual experiences with Andy Roddick, a Roddick vs country star Brett Eldredge match-up on Facebook Watch,

an online sweepstakes contest to win branded swag and sweets (from Chase small business clients),

https://usopen.chaseonlinesweepstakes.com/

a daily video series spanning behind-the-scenes tennis stories and player highlights, a student financial fitness feature fronted by Serena Williams,

“It’s so important to know your worth.” @serenawilliams spoke about smart money habits, teamwork, and tennis during our recent Chase Chats Webcast. Watch the full episode on-demand: https://t.co/iVFzsULTOM pic.twitter.com/0jPEJrAjqy

— Chase (@Chase) August 26, 2020

and backing for the youth tennis ‘Return The Serve’ initiative (at https://www.ustafoundation.com/events_fundraisers/Returntheserve/).

Comment:

This music-meets-tennis approach offers further evidence of the wider sports marketing meets entertainment trend, while Chase’s US Open work also offers further ideation and inspiration for all those sponsors switching to virtual due to the pandemic-enforced absence of fans at events and in stadiums.

This year’s activation follows on from last year’s more physical, in-person and on-site focused marketing which was led by another Serena Williams fronted campaign called ‘Win As A Mother And As An Athlete’ (see case study) and its 2018’s ‘Mama Said Knock You Out’ (see case study).

Links:

Chase / JP Morgan Chase

https://www.jpmorganchase.com/

https://www.chase.com/

www.chase.com/usopen

@Chase

https://twitter.com/Chase

https://www.facebook.com/chase

https://www.instagram.com/chase/

https://www.pinterest.co.uk/chase/

https://www.linkedin.com/company/chase

US Open