2023 US Open: 360° Integrated Takeover
Dominate the conversation and electrify the tournament in a way that was bold, daring, and unexpected
Cadillac, a 120-year-old American luxury brand, is transitioning to an all-electric future, with a new portfolio of exciting, tech-forward EVs. It’s an opportunity to change perceptions among luxury customers and reinforce Cadillac’s cultural relevancy. And the US Open was just the platform to do it.
As the official automotive partner of the US Open, Cadillac developed a powerful, 360-degree integrated campaign that connected with people before, during and after the tournament. The experience featured strategically placed electric vehicle displays, a jaw-dropping immersive theater experience, VIP hospitality for celebrities and influencers, on-court net signage, stadium takeovers, a 200+ VIP vehicle fleet, evening curatorial partnership events, content with tennis brand ambassador Frances Tiafoe, and a special celebration of 50 Years of US Open Pay Equality featuring two icons of the sport, Billie Jean King and Venus Williams.
Impact
Throughout the 20-day activation, Cadillac hosted thousands of people on site and reached 1.86 billion people via broadcast coverage and organic social. Most importantly, among consumers who interacted with the brand, Cadillac saw double-digit lifts in both awareness of the EV lineup and the perception of Cadillac being a brand for them.