US Open Social Engagement

For the 50th Anniversary of the US Open, I was brought in to help maximize video views and provide social media insight in increasing engagements YoY from 2017. Having come from the live sports-broadcast field, a high volume of quality real-time content would be critical in not only garnering a heavy amount of quality impressions but also ensuring high engagement ratios.

But the US Open extends far beyond just a major sporting event; it’s a pop culture institution that itself creates global trends. In addition to producing captivating tennis content for USTA’s digital and social channels (@USOpen, @USTA), I would also produce media that encapsulates the excitement of the tournament’s atmosphere, the dramatic storylines behind the scenes, and the moments that define every US Open as “historical.”

 

editorial video features

For the entirety of the US Open, I would determine the editorial video direction of overview / recap content for the tournament. Chosen fully at my discretion, my aim was to create video packages for US Open’s digital, social, and video streaming platforms that not only embodied the excitement behind every point but the underlying drama that fans come to expect and love from the Grand Slam. In essence, that meant shifting through hours of footage on a daily basis while building a narrative to the tournament as a whole in to drive views and subscriptions.

Amongst the video packages I produced included:

  • Key moments (both sports and story-driven) from the US Open

  • “Listicles” series (Top plays, replays, reactions, etc)

  • Daily rewinds to engage fans post-broadcast

  • Narratives from all the key matches

  • Top selected highlights from marquee players and rising stars

Take a look below at a sample of the video packages produced:

Watch the Top moments from the 2018 US Open featuring memories from Novak Djokovic, Naomi Osaka, Rafael Nadal, and more!

The Top 10 Points from the 2018 US Open featuring highlights from Novak Djokovic, Naomi Osaka, Rafael Nadal, Roger Federer and more!

Top Memorable Winning Reactions at The 2018 US Open featuring highlights from Rafael Nadal, Serena Williams, Novak Djokovic, Naomi Osaka, and more!

Feel the rush of the top 5 Thrilling Rallies at the 2018 US Open That Had Fans On The Edge of Their Seats! Features highlights from Rafael Nadal, Novak Djokovic, and more!

Watch Roger Federer complete his most amazing shots at the 2018 US Open!

Watch the Top 5 Highlights from Novak Djokovic on His Way to Winning The 2018 US Open Men's Singles Championship!

Watch Maria Sharapova's top shots from the 2018 US Open from blistering backhands to fantastic forehands.

Game narrative highlights from Maria Sharapova's 6-2, 7-5 win over Sorana Cirstea at the 2018 US Open.

Game narrative from Kei Nishikori take down of Marin Cilic in a five-set thriller 2-6, 6-4, 7-6(5), 4-6, 6-4 at the 2018 US Open.

Game narrative highlights from Marin Cilic's thrilling 4-6, 3-6, 6-3, 6-4, 7-5 win over Alex de Minaur at the 2018 US Open.

2x US Open champion Novak Djokovic took a question from our 2018 US Open Kidcasters, Yonas and Lolita about his famed player impressions and who he believes does the best impression of him.
Take a look back at the Top 5 Serena Williams plays of week one of the 2018 US Open.
These top 5 points had US Open fans on the edge of their seat, from smashing forehands to extreme drop shots.
Top 10 Passing Shots of Week 1 at the 2018 US Open, featuring plays from Rafael Nadal, Roger Federer, and other top players.

capturing social moments

It’s not just tennis that drives engagement for the US Open, it’s the players, the fans, the stories. In addition to editorial video content, I also produced a series social assets that highlight the moments that transcend the sport into internet culture (aka memes), atmospheric captures, and candid captures. Here are a few samples across the US Open’s social channels: