Mastercard South Africa: Masterpass Race

Mastercard, a financial services application, created a free-to-play mobile game to get South Africans to engage with the brand and discover its Masterpass mobile app.

Campaign details

Brand: Mastercard South AfricaAgency: Digitata Insights (Pty) LtdRegion: EMEA

Objectives

The purpose of the game was to reach out to and engage with South African mobile users with the purpose of educating the market on the benefits of, and promoting widespread adoption of Masterpass, Mastercard's global digital payment service, an app that runs on mobile phones.

The key objectives of the campaign were to:

  1. Obtain certain personal information from players;
  2. Educate the market about 17 important product facts regarding Masterpass;
  3. Promote the merchants that are in the app for direct transactions;
  4. Seed the...

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