MasterCard: 44 days of crazy: Converting fan passion at Rugby World Cup 2015 into increased card spend

Mastercard, a sponsor of the Rugby World Cup 2015, saw an opportunity to increase card usage during the tournament. The role for communications was to keep the brand top of mind, and thereby to help grow consideration, increase card transactions, and expand the number of Mastercard-accepting merchants.MasterCard a technology company with little association to rugby used the idea of 'Rugby-ification' of the world to identify itself with fans' passion. A wide-ranging media strategy included digital search and social, branding at transport hubs, and media partnerships. The results showed lifts in card usage near game venues and among overseas visitors, and a jump in Mastercard-using outlets. It is estimated that US $45m of extra purchasing was generated, with long-term incremental spending forecast at $700m.