Leverage the nature of live video.
By promoting Roddick’s live broadcasts on Twitter, @Chase was able to engage audiences with an intimate and unique experience during interesting matches and events.
Integrate brands creatively.
By having Roddick wear a Chase cap and broadcast from the Chase lounge, awareness of the involvement of @Chase in the US Open was naturally and unobtrusively integrated into the live content.
Use talent to create a unique experience.
By teaming up with someone who had a unique perspective of the championships, @Chase was able to offer insight into the event that was not available anywhere else, and which worked alongside the existing media coverage.
As a past competitor and a lifelong fan of the US Open, it was fun to share my past experiences and takes on the tournament with tennis fans on Periscope and Twitter. Working with Chase was a natural, authentic way for fans to watch with me and be a part of my experience during the Open — from walking the grounds at Arthur Ashe to hanging out on my couch, it doesn't get more real than live video.