Buffalo Groupe creates immersive experience for USTA at the US Open Championships encouraging everyone to “Play Tennis”
The 2024 US Open Championships, one of the most prestigious events in the world of tennis, served as the perfect backdrop for an innovative and immersive experience designed to encourage people of all ages to “Play Tennis.” This year, Buffalo Groupe, in collaboration with the United States Tennis Association (USTA), took fan engagement to the next level by creating a vibrant and interactive space adjacent to Court 17. The goal? To foster a deeper connection with the sport and introduce a new generation to the joys of tennis.
Concept to Reality: Buffalo Groupe’s Vision
Buffalo Groupe’s event and creative teams were at the helm of this ambitious project, guiding it from its initial concept through to the final build-out. The vision was clear: create an environment that was not just visually appealing, but also interactive, educational, and fun for attendees of all ages. The space needed to help USTA launch an all-new version of tennis, and we did just that! After extensive brainstorming and collaboration with the USTA, the concept of an interactive space that invited participation from everyone, regardless of their familiarity with the sport, was born.
The Activation: Bringing the Concept to Life
Adjacent to Court 17, the Buffalo Groupe-created activation space quickly became a hotspot for US Open attendees. Designed to be both welcoming and dynamic, the space was filled with elements that celebrated the sport of tennis while encouraging visitors to actively engage.
At the heart of the activation was a new game that the USTA was preparing to launch. This game, designed to be both fun and accessible, was a hit with visitors who were eager to try it out. To add an extra layer of engagement, Buffalo Groupe and the USTA offered visitors the opportunity to vote on potential names for the game, making them part of the creative process. The four front-runners are
- Short Court Tennis
- Racquet Rally
- Snap Tennis
- Fireball
Encouraging Participation: Surveys and Freebies
Understanding the importance of gathering feedback and measuring ROI for events, Buffalo Groupe incorporated a short, three-question survey into the activation. This survey was not only a way to gather valuable insights from attendees but also served as a gateway to a memorable takeaway. Upon completing the survey, participants were rewarded with a free can of red dot tennis balls so people can start practicing their own versions of the new game at home.
The survey itself was designed to be quick and engaging, focusing on participants’ experiences, their thoughts on the potential names, and their overall impressions of the activation. The feedback collected provided the USTA with valuable data that could be used to refine the game and make informed decisions about its launch.
A Lasting Impact
The success of the Buffalo Groupe-designed activation at the 2024 US Open Championships was evident not just in the number of participants, but in the excitement and enthusiasm it generated. The space became a hub of activity. Whether they were seasoned tennis players or newcomers to the sport, visitors left the activation with a ton of excitement around the game and a positive association with the USTA.
This project clearly illustrates Buffalo Groupe’s ability to create experiences that resonate with audiences and, perhaps most importantly, provide turnkey services to clients so they don’t have to worry about a single detail. By managing every aspect of the activation from concept to build-out, Buffalo Groupe ensured that the USTA’s message to “Play Tennis” was delivered in a way that was both memorable and meaningful.
“Play Tennis” at the US Open was more than just an event—it was a celebration of tennis and a testament to the power of creative collaboration.