GLOBAL, SEPTEMBER 19, 2011: R/GA New York, Singapore and London flex its muscle with a global branding initiative that finds rugby sharing the field with an unlikely guest – MasterCard. The integrated campaign consists of the usual viral elements, as well as some promotions for MasterCard Users around the world.
The social campaign is seeded with videos on YouTube where iconic Rugby player Wayne “Buck” Shelford begins the conversation by answering fan questions, bringing the renowned athlete closer to fans – and rivals alike – through interactive Twitter, Facebook and YouTube pages. The “Ask Buck” campaign will also include cameo appearances from Australia rugby legend David Campese and former South African captain, Bobby Skinstad.
R/GA also pitched in a MasterCard “Man of the Match” engagement program that allows both viewers and commentators pick their favorite players in every game. Voting for the MasterCard “Man of the Match” kicks off at the beginning of the second half and closes ten minutes before the end of regulation. Fan votes will make for 1/3 of the final decision while the rest will lie on sports commentators.
To tie everything together R/GA and MasterCard designed a scheme for some lucky cardholders. Rugby and shopping aficionados in New Zealand will enjoy exclusive access to special merchant offers with every swipe of their MasterCard.
