BEST experiential marketing: Heineken House at US Open is spectacular

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LOVE LOVE LOVE this!! such a great vibe

There are 5 days left for you to check out the US Open. Besides great tennis, it’s an incredible opportunity to see first-hand some of the best-in-class sponsorships and experiential marketing being done today.

Heineken House is my absolute favorite. Works on so many levels. It’s an incredibly fun, but high end, backyard setting.  You can relax with your friends in one of the cabanas, play cornhole, check out the photo booth. TVs are set up throughout so you don’t miss a minute of the matches. You can also feast on lobster rolls ($19.00) and paninis ($10-$14).

Big shout out to experiential agency, MKG for developing this event with Heineken. Every element is perfect from concept to graphics, recreational activities and food and beverages. Also kudos to the staff at Heineken House – they are fantastic.

See more pictures below from Heineken House as well as other sponsorships that work (and some that don’t!):

The Heineken House Experience


Up the stairs near Court 17 – heavenly!!!

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A perfect beer garden experience




Photo Ops


Cabanas with TVs – and look at that great signage

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Closer view of the cabanas


Bar and restaurant area

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Really chill hangout space


Great merchandise


cornhole toss


More cornhole


cornhole – or bean bag toss




Not too many takers for the Strongbow Cider


Draught beer

Other outstanding sponsorships and experiential marketing events:

American Express Fan Experience – not only a fun interactive You vs. Sharapova virtual reality competition. Another booth allows you to simulate a rally from the baseline at Arthur Ashe Stadium and then send the video to your friends. But what I absolutely LOVE is the American Express Live Radio that you get for free if you are an Amex card holder. It’s huge plus when attending the Open.

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NikeCourt – very prominent location, always super busy with shoppers and of course so many of the top players are sponsored by the brand.


Evian – I hadn’t bought an Evian in years but it’s the only water option at the US Open (and is also prominently featured courtside) so it’s definitely back on my radar.

Mercedes – great signage on the nets on many of the main stadiums and the Roger Federer interactive hologram is fun although I didn’t quite get how it worked. They also featured all model cars including the Smart Car throughout the grounds.


Lavazza – huge hit!!

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Grey Goose – not exceptional but very prominent and there were clearly lots of vodka drinkers walking around with the Honey Deuce Grey Goose Signature Cocktail.

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What didn’t work for me:

JP Morgan Chase – huge building and really surly bouncer types who tell you it’s only for VIP invites – even though there are at least 20 Chase locations throughout the US Open grounds. This experience runs counter to the super friendly and helpful staff working for the US Open.

Mt. Sinai – ???

Starwood – the rickshaw concept didn’t seem very on point for me – nothing about it particularly high-end.

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