I like this older campaign, too --
The Wimbledon bleachers contain a captive audience of ticketholders. American Express promoted a contest in which any audience member could guess at the winners of the next day's event, and thereby be entered into a contest pool.
Wheeler noted that those people who entered were much more likely to come back for all 14 days of the competition.
Even better than brand awareness, American Express had a meaningful number of card applications submitted as a direct result of consumer participation in the mobile contest.
American Express Aces with Andy Roddick and Venus Williams.
In 2005, American Express partnered with the USTA Tennis & Education Foundation, to benefit Aces for Kids. Aces for Kids is a program that provides disadvantaged, at-risk kids the opportunity to learn to play tennis and improve their academic skills.
For every ace served during match play on stadium court throughout the US Open Series and US Open, the Company donated funds to Aces for Kids. The initiative built upon past successes with similar American Express-sponsored ACES programs at the Australian Open, Wimbledon and the Rogers Cup presented by American Express.
Source: American Express website.