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2021 SHORTLIST

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@USOPEN ON TIKTOK

Entrant Company: USTA

FINALIST

Outstanding Use of TikTok

@USOpen on TikTok

ABOUT THIS ENTRY

US Open has taken a lead in developing brand-focused tennis content on TikTok.

How does this represent “Excellence in Engagement”?

Engaging creatively with fans in a platform-specific format achieves the overall objective of reaching new audiences. It also inspires others in the sport to utilize TikTok as an opportunity to further grow the game.

 

Objective: Reaching new audiences across the globe with the sport of tennis and the US Open brand led to the strategic prioritization of the US Open TikTok account.

Strategy & Execution:

Bringing the New York energy, the grit of the players and fans, and the boldness of the US Open tournament to life in an engaging way that brings Grand Slam tennis to TikTok. The US Open TikTok account features incredible (almost unbelievable) shots from matches throughout the years, wild on-and-off court moments, and emotional stories of inspiration and achievement.

 

Results:

The US Open TikTok account is the most engaged Grand Slam to-date on the platform with 27.2M likes.

PRODUCTION

United States Tennis Association (USTA)

 

CREDITS

CMO
United States Tennis Association (USTA)
 
Sr. Manager, Social Media & Strategy
United States Tennis Association (USTA)
 
 Sr. Social Media Producer United States Tennis Association (USTA) 
 
Social Media Producer
United States Tennis Association (USTA)
 
Social Media Producer
United States Tennis Association (USTA)
 
Social Media Producer, United States Tennis Association (USTA)
 
Sr. Editor, Video Services
United States Tennis Association (USTA) 
 
Managing Director, Content & Creative Services, United States Tennis Association (USTA)
 

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