2012 PRO Award Finalist: United States Tennis Association for USTA
The United States Tennis Association (USTA) created “SmashZone Mobile” as a hands-on opportunity for families to experience tennis in a whole new way. It began as an interactive fan attraction at the US Open and was later taken across the country to make more children and parents aware of the fun and excitement that comes with playing the game, while promoting health and fitness. The tour stopped at 19 fairs, festivals, air shows, retailers and city centers, attracting more than 750,000 people.
A 53-foot trailer let people play on-court interactive games. In “Champion of the Court,” players competed against each other in a “the more you win, the longer you play” match. The “Target Challenge” tested players’ skills to hit as many on-court targets as possible.
The trailer complemented the USTA’s youth participation initiative, 1”0 and Under Tennis.” The trailer, which was handicap accessible, featured interactive activities, including a Tennis magazine green screen cover shoot, Wii Tennis and touch screen kiosks for designing their own racquet. Sport Court and Esurance were official tour sponsors.
The tour featured athletes, entertainers and corporate endorsers trying tennis for the first time and participating in Nickelodeon’s Worldwide Day of Play in September 2011. In addition, the tour visited Joplin, MO, to provide relief to kids and families after it was severely damaged by a summer 2011 tornado, including a $50,000 cash donation to help rebuild Joplin schools, as well tennis equipment given to local tennis associations to rebuild their programs.
Kids got prizes for making great shots or for even having a great smile and enjoying the game. Over the course of the promotion more than 10,000 prizes were given out.
“SmashZone Mobile” garnered over 55 million media impressions, including CNN and ESPN.com. In addition, there were nearly 5 million over-the-road impressions; roughly 75,000 consumer interactions; more than 18,000 six-foot tennis ball signatures; nearly 7,000 green screen photo op participants; 5,415 Wii tennis players; 16,554 premiums distributed; and 1,408 people who designed their own racquet. Due to its popularity, the 2012 tour has been extended.
