MasterCard Argentina – “HaciendoGoles.com”
Short description of this entry. (What it is and how it works.)
MasterCard’s ScoringGoals.com (HaciendoGoles.com)
is an integrated digital platform offering premium incentives to online
registrants during the height of Argentina’s hugely popular soccer season.
With the potential to reach and engage millions of impassioned fans, this
online program additionally offers the opportunity for MasterCard to
strengthen key marketing objectives, including:
- An enhanced digital strategy
- Evolution from Brand Awareness to Brand Preference and Usage models
Users are required to register via HaciendoGoles.com in order to play and earn “goals” which count towards premium offers and rewards, including soccer merchandise, VIP local-stadium access and travel to regional and international big-ticket soccer matches. Registrants accumulate “goals” through various social media-driven actions, including online gaming and friend referrals. Additionally, MasterCard usage, mobile integrations and entry into weekly/monthly/quarterly raffles provide more opportunities to earn “goals.” Furthermore, integration with MasterCard’s regional soccer site, Futbolquenotieneprecio.com, provides online games, polls and contests as even more ways to earn “goals.” Quick links between both sites provide a seamless two-way referral system.
How does this entry accomplish business or non-profit goals?
MasterCard’s soccer alignment is essential given the sport’s beloved status
in Argentina. However, with Visa’s impending 2010 FIFA sponsorship, there
was an even greater need to mobilize a popular and sizeable target for
MasterCard in 2009.
The plan for this campaign launch centered on key soccer fan ‘go-to’ media properties across all channels and was synched to kick-off with a popular soccer match in order to achieve high-impact visibility and drive traffic to HaciendoGoles.com.
Launched in April 2009, HaciendoGoles.com will continue through mid-December and is off to a great start with 71,649 total registrants to date and an approximate 60/40 split between MasterCard cardholder and non-cardholder site activity. Thanks to the campaign’s understanding of key cultural insights, MasterCard is connecting with and rallying fans’ passions, while building an interactive relationship for future campaigns to cultivate.
The plan for this campaign launch centered on key soccer fan ‘go-to’ media properties across all channels and was synched to kick-off with a popular soccer match in order to achieve high-impact visibility and drive traffic to HaciendoGoles.com.
Launched in April 2009, HaciendoGoles.com will continue through mid-December and is off to a great start with 71,649 total registrants to date and an approximate 60/40 split between MasterCard cardholder and non-cardholder site activity. Thanks to the campaign’s understanding of key cultural insights, MasterCard is connecting with and rallying fans’ passions, while building an interactive relationship for future campaigns to cultivate.
MasterCard "haciendogoles.com" Homepage Screenshot:
