Reconnecting New Yorkers to the Open they once loved
USA
U.S. Open
New York is Open
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Objective
The U.S. Open is a New York tradition that gets everyone talking. However, in 2016, social conversation was down 44% from the previous year and this trend had to be reversed.
Solution
We unleashed our ragtag bunch of illustrators, animators, and run-and-gun filmmakers to create content as unique as the U.S. Open’s hometown. We developed a transmedia campaign that included a film featuring real U.S. Open Ball Boys and Girls honing their skills on the streets of NYC; and microcontent that brought the best of the Open to the best of Manhattan.
Results
5MM Impressions
46% more engagement
than previous US Open posts
800% Increase in impressions
