As part of the American Express “Are You a Cardmember?” campaign we produced a golf sitelet experience that in the short term promoted US Open Ticket sales and long term served as a destination for cardmember golf fanatics. Videos of Tiger interacting with cardmembers were shot before the tournament for use on the site. Users were able to go hole by hole at Oakmont and get exclusive commentary from Tiger as he played a practice round along side thirty selected cardmembers.
We came up with the concept of a Tiger scorecard challenge that allowed users to further engage with the site by guessing his scores round to round during the actual tournament. This gave them chances to win exclusive golf packages that American Express is featuring now and in the future. Once the US Open content was removed cardmember enthusiasts could still engage with the site for travel offers, tickets and golf equipment. The site was architected and developed with the flexibility to feature more exclusive cardmember events throughout the year.