The Art of the Dispute was an original broadband program created by American Express to support their sponsorship of the US Open Tennis Championship. The objective was to provide fun, engaging content to tennis fans, and ultimately generate awareness of Dispute Resolution, one of the many benefits of carrying an American Express Card. The idea was to bring content and media together in a fresh new way, by creating programming that enhanced the US OPEN experience – both online and on-site at the US Open. To put the viewer in control, the show was developed to be viewed On-Demand, on the US OPEN web site and on portable media devices that were distributed to Cardmembers at the stadium. As a finishing touch, the video was also interactive. In true YouTube style, viewers were asked to rate the show. Depending on the rating, McEnroe returned to the screen for an unexpected surprise: a unique video reply, specific to the rating you chose.