Longtime U.S. Open sponsor American Express has launched NextContenders.com, a digital site that takes tennis fans behind-the-scenes and up close to four of the tournament's young, mediagenic players. The site’s multimedia – video, photo galleries, blog posts, tweets, Facebook, Twitter, etc. - adds a humanizing touch to this elite competition. Amex's campaign, produced by Interpublic Group agency Momentum Worldwide and Publicis' Digitas, includes a mobile iPhone app plus live audio streaming for Amex cardholders. The U.S. Open kicked off yesterday and runs through September 12.
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