How Mastercard turned everyday transactions into a game mechanic, ‘Tap For Your Town’.

15 July

Written By Pat Baron

CASE STUDY

Mastercard

As small towns across New Zealand struggled with declining populations and local spending, Mastercard set out to revive community spirit and local economies by bringing Rugby legend Richie McCaw out of retirement to play one final game.

But only one town could WIN the chance to play against Ritchie.

Mastercard ‘Tap For Your Town’ turned everyday Mastercard transactions into a game mechanic. Over 10 weeks, 66 towns competed by tapping their cards, with real-time data feeding a national leaderboard.

We created over 400 pieces of geo-targeted creative to fuel the frenzy, and when Queenstown emerged as the winner, the match was streamed live to the entire nation. A campaign that turned dormant technology into local impact uniting communities and reactivating small-town economies.

97% New Zealanders Reached
43.8 Million Impressions
13+ Million Taps
48% Increase Year-on-Year
$212 Million NZD Projected Value
31K Addition Cardholders

Pat Baron

How Mastercard turned everyday transactions into a game mechanic, ‘Tap For Your Town’.

Mastercard

As small towns across New Zealand struggled with declining populations and local spending, Mastercard set out to revive community spirit and local economies by bringing Rugby legend Richie McCaw out of retirement to play one final game.

But only one town could WIN the chance to play against Ritchie.

Mastercard ‘Tap For Your Town’ turned everyday Mastercard transactions into a game mechanic. Over 10 weeks, 66 towns competed by tapping their cards, with real-time data feeding a national leaderboard.

We created over 400 pieces of geo-targeted creative to fuel the frenzy, and when Queenstown emerged as the winner, the match was streamed live to the entire nation. A campaign that turned dormant technology into local impact uniting communities and reactivating small-town economies.

97% New Zealanders Reached
43.8 Million Impressions
13+ Million Taps
48% Increase Year-on-Year
$212 Million NZD Projected Value
31K Addition Cardholders

A project you’d like to discuss, or just want to say hello, get in touch

How Mastercard turned everyday transactions into a game mechanic, ‘Tap For Your Town’.

Mastercard

As small towns across New Zealand struggled with declining populations and local spending, Mastercard set out to revive community spirit and local economies by bringing Rugby legend Richie McCaw out of retirement to play one final game.

But only one town could WIN the chance to play against Ritchie.

Mastercard ‘Tap For Your Town’ turned everyday Mastercard transactions into a game mechanic. Over 10 weeks, 66 towns competed by tapping their cards, with real-time data feeding a national leaderboard.

We created over 400 pieces of geo-targeted creative to fuel the frenzy, and when Queenstown emerged as the winner, the match was streamed live to the entire nation. A campaign that turned dormant technology into local impact uniting communities and reactivating small-town economies.

97% New Zealanders Reached43.8 Million Impressions13+ Million Taps48% Increase Year-on-Year$212 Million NZD Projected Value31K Addition Cardholders

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A project you’d like to discuss, or just want to say hello, get in touch

As small towns across New Zealand struggled with declining populations and local spending, Mastercard set out to revive community spirit and local economies by bringing Rugby legend Richie McCaw out of retirement to play one final game.

97% New Zealanders Reached
43.8 Million Impressions
13+ Million Taps
48% Increase Year-on-Year
$212 Million NZD Projected Value
31K Addition Cardholders