Tweet rally!

To support the 2011 US Open athletes and future players across the country, American Express created the Next Contender Rally. A twitter based promotion that capitalized on fan support that sweeps social media during tournament time. It was simple, when any fan tweeted using hashtag #GoNextContenders, American Express contributed $1 to Fresh Courts; a partnership with the USTA. At the end of the tournament every tweet was matched and the money went to renovating needy tennis courts in inner cites across the country. 

Role: Creative Lead

To get the word out, we commissioned some of the biggest voices in the game. Original Next Contender Chris Evert and up and comers Vika Azarenka and John Isner. Through online content and branded teasers, our Next Contenders showcased their break-out moments and inspired fans to rally behind them in support of the next generation of tennis.

We created a responsive website that visualized social participation while creating a system for content organization and navigation. As the days went on and the tweet support came in, users could scroll down and see highlight moments and tweets from other fans and tennis notables.