Citi has sponsored the Citi Open Tennis tournament for over 5 years in support of the WTEF (Washington Tennis & Education Foundation). With a renewed sponsorship, Citi wanted to improve their onsite consumer activation and increase engagement with a growing customer base.
MOJO concepted, designed and built an entirely new consumer activation that included “speed serve” where consumers could measure their serve speed against the pros to raise money for the WTEF.
We built a custom back-end platform to handle data feeds coming from the tournament and integrate with customer data to deliver a rich experience. A social campaign, #SuperClose was leveraged to drive deeper consumer engagement via a social vending machine.
Over 15,000 consumers (a 30% increase over previous year) participated and created over 5 million social media impressions over the 10-day tournament.