Card Members and Prospects were invited to participate in a fun, multi-sensory experience where their tennis swings could be digitally translated into works of art. Participants were given a tennis racquet embedded with an electronic chip that measured the speed and velocity of their swing. Each swing was then analyzed and translated into “paint strokes” that were displayed on the LED screen. Audio was piped through the activation area corresponding to the speed with which the racket was swung. We digitally captured each participant’s work of art and sent it to them via email to share socially among their followers.

Over 14k attendees participated in the Art & Sound of Tennis and in the Swing Analysis sessions, thus establishing American Express as a player in the technology field. With an increase in social media engagement over 2012, we were able to expand the reach and understanding of the American Express brand, not only to US Tennis Open attendees but also to the general public.