It is a gimmick of sorts. It pumps up the players to play more leading up to the US Open in order to win more cash, and it is also to pump up the US crowds to be more aware of tennis and increase popularity.
There's tons of information out there.
TT Singles: 2014 SF: Bogota, New Braunfels. 2013 F: Las Vegas, SF: Orlando, Sibenik.
TT Doubles: 2014 W: Trnava w PinkTape. 2013 W: St Martin, Orlando, Sibenik, Charlottesville, Nantes-YEC all w Soliloque; Lexington w DJDVD.