44 days of crazy: MasterCard turns the world oval for RWC2016
Principal authors: Karen Crum and Nick O'Quinn, McCann London Contributing authors: Nicola Grant and Michael Goldstein, MasterCard; Simon Mayfield, Carat UK
Introduction
How MasterCard's sponsorship of the Rugby World Cup 2015 increased consideration for MasterCard and converted it into increased spend on their card network.
This paper will show how MasterCard - a technology company with little association to rugby - tapped into the passion of the sport to build the brand and business, resulting in being crowned most effective sponsor of the tournament by Marketing...