""There's an amazing group of fans that might not be such experts in the game of tennis, but just love the culture. And it's a really fun space to be in,""
""Social media has really helped people have more access [to tennis] and get more excited, even if they're not able to attend, by getting more connected to the players and their stories,""
""official underarm correspondent""
""Game, Set, Matchmaker,""
Brands at the U.S. Open are shifting focus from only athletes to immersive fan experiences and social activations as attendance grows. Dove partnered with influencer Tefi to run a contest for followers to become Dove's "official underarm correspondent," selecting New Yorker Flora Manon from over 100 submissions to create on-site social content. The Dove activation drove more than 22,000 engagements and distributed over 100,000 mini deodorant samples at Flushing Meadows. Tequila maker Dobel created fan-facing programming with "Game, Set, Matchmaker," a dating show pairing fans on blind dates during the tournament.
Read at Digiday
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