The US Open is an iconic tentpole event. The USTA was looking to create a user experience that left fans believing in the transcendent feeling of the US Open beyond the live event itself. 

Known for its bleeding edge digital campaigns, the USTA tasked imre to enhance overall fan experience, increase positive affinity for the USTA, and seamlessly enable access to new experiences via the US Open mobile app.

Use existing technology assets to augment the fan’s on-site experience by taking advantage of moments of exploration and adding functional layers of excitement, education and entertainment. Our map was built through rigorous user testing and made to add a layer of value and entertainment to the overall fan experience. It tapped into a fan’s natural behavior patterns and added layers of excitement and entertainment to augment the experience in key exploration moments.

We created a map experience that had greater usability and utility than its previous static experience. The team took that a step further and integrated live-scoring into the map, which is the first of its kind for a sporting event. Fans on and off the US Open grounds were able to experience real-time updates.