Based on proprietary insights into how consumers experience golf tournaments, Momentum developed a work stream designed to create an application that could customise a user’s experience based on what makes each ticket holder unique. The Course Curator was developed and executed, leveraging teams across creative, digital, strategy and account management. The Course Curator was then implemented onsite at the US Open through a dynamic experiential build-out. The build-out also included other experiences which allowed fans to get closer to their passion: the game of golf.

Media impressions exceeded 24m, including this quote from CNBC’s Darren Rovell: ‘The company has always been about making it special to be a consumer. American Express has been one of the best sponsors in sports at these events because they make you a better fan. AmEx also unveiled what might be the single most important innovation in live golf watching’.

Course Curator engaged 3,000+ unique attendees, accounting for 10% of visitors to the American Express experiential spacesAdditional elements like radios and TVs broadcasting the event exceeded 58KRaised over $25K for USGA/US Open charitable initiatives