MoneyGram

Christina Martin

This case study describes how MoneyGram, a money transfer service, set out to capture the $100bn South Asian remittance market through sponsorship of the International Cricket Council (ICC).

MoneyGram

Christina Martin

Campaign details

Brand owner: MoneyGramAgency: Global Diversity MarketingBrand: MoneyGramCountry: South Asia

Executive summary

This describes how MoneyGram set out to capture the $100bn South Asian remittance market, capitalising on the region's love for cricket by launching a social media campaign called 'Ultimate Cricket Fan'. Reaching a population size of more than double that of the US, the Ultimate Cricket Fan campaign's paid, owned and earned media eventually exceeded 886 million impressions, and built a community of cricket fans to 'talk with' all year round.

MoneyGram International is the second-largest money...

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