In 2011, American Express chose to forgo the sure thing in tennis. Instead of supporting today's superstars at the US Open, Amex would shine a light on the next generation. And to support the future of the sport, we chose to use the most of-the-now social media platform around.
Twitter let us empower tennis fans throughout the tournament. Their real-time words of support and encouragement would become charitable donations to Fresh Courts, a charity that brings tennis to areas that lack proper facilities. The Twitter rally became the driving force of our Next Contenders site, effectively changing the game.