02/06

US Open Dobel Challenge a Pro

Toast with a Maestro: a branded video app for the 2024 US Open that let tennis fans virtually toast with Aryna Sabalenka and Taylor Fritz.

Toast with a Maestro: Dobel Tequila US Open activation app01 — The activation
Toast with a Maestro, live at the Dobel Tequila Lounge, 2024 US Open.
ClientProximo Spirits, via Nextperience
RoleVisual Designer
ScopeExperiential, App UI, Social
ToolsIllustrator, Figma
The challenge

Dobel Tequila arrived at the 2024 US Open as an official sponsor and needed an activation worthy of the box seats: an interactive experience holding to the brand's premium standards while giving tennis fans something sophisticated, fun, and shareable during the tournament.

The solution

A sleek, branded digital experience built around a single, irresistible moment: toasting with a champion.

  • Interactive toasting. Fans selected their favorite brand ambassador, Aryna Sabalenka or Taylor Fritz, and received a personalized photo and video of their virtual toast.
  • QR-driven entry. Custom codes placed throughout the Dobel Tequila Lounge brought fans into the app in seconds, no download friction.
  • Built to share. Every toast produced a branded, social-ready asset, turning each participant into distribution.
The results
Thousands of toastsFans participated throughout the tournament, keeping the lounge lively all day.
Social amplificationBranded photos and toasts shared by fans extended Dobel's reach well beyond the grounds.
Premium heldConsumer feedback praised the blend of sophistication and fun, reinforcing Dobel's positioning.
Dobel Toast with a Maestro app: ambassador selection02 — Choose your Maestro
Dobel Toast with a Maestro app: personalized toast03 — The toast
The app flow: pick Sabalenka or Fritz, raise a glass, and receive a personalized photo and video with an official Maestro.
Dobel Tequila US Open activation in the lounge04 — In the lounge
The experience on site at the Dobel Tequila Lounge.

Maestro Dobel is a trademark of Proximo Spirits. Activation produced with Nextperience.