US Open grows mobile app engagement with beacons

53

%

open rate for US Open live streaming notification

32

%

click-through rate for highly targeted last-minute ticket offers

Hosted by the United States Tennis Association (USTA), the US Open is a sporting event held each year at the Billie Jean King National Tennis Center and watched by tennis fans around the world.

Overview

The US Open app seeks to give all fans an exceptional experience, whether they’re at the game or halfway across the world.

Challenge

The USTA wanted to test new capabilities in its app, including micro-targeting with beacons to provide the ideal mobile experience for fans, while learning about foot traffic.

Objectives for the event app include:

  • Create an amazing fan experience with an app-based “day guide” for attendees
  • Increase notification relevance and fan engagement with personalized notifications
  • Get partners more visibility in the app to drive additional revenue

Results

Using location-targeted push notifications and Message Center messages, the US Open achieved open rates above 53% for live streaming notifications and a 32% average click-through rate for last-minute ticket offers.

We’re excited about being digital innovators. We’re expanding on that by testing beacons to better engage users and provide more contextual experiences with both push notifications and rich content in the message center.

Brian Ryerson
Director of Digital Product Management, United States Tennis Association

Solution

Creating an amazing fan experience

Location based targeting

The US Open pairs beacons, push notifications, Message Center, and rich content to create a magical fan experience. Triggered notifications welcome fans to the event and invite them to matches and signings.

Message Center maximizes user experience

Because content was available in the Message Center for viewing later, at users’ convenience, the number of views for Message Center content was even higher than the total number sent.

Boost partner income

The US Open app gave partners additional exposure and engagement directly with users at the event.