Mastercard
Case Study: MasterCard - All Blacks Roadshow
The MasterCard All Blacks Roadshow travelled across NZ bringing
rugby to the people. On the truck were rugby challenges where fans
could pit their skills against their team.
Our strategy was to create an online Roadshow to get people
excited about the actual Roadshow, as well as include those who
could not attend. Visitors to the site could play an online rugby
game and challenge their mates. People could also follow the
Roadshow's progress as it travelled the country. There was even a
blog and a viral photo-sharing application to keep people returning
to the site. To support the site, eDMs and online ads were also
created.
The total visitors to the Roadshow site was 53.5% more than the
number originally targeted. Of that, an impressive 54.8% played in
the game. Out of the masses of rugby fans that went along to the
Roadshow and had their faces superimposed onto an All Blacks
background, 37% of them later visited the site to download their
image.
