Create and develop a unique ‘Priceless’ promotion designed at increasing brand preference and further highlighting MasterCard’s rugby sponsorship.
WSM created the ultimate rugby prize: ‘Be Number 23’ - win a place in the BaaBaas team as the 23rd squad member and eat, live and train with the all-star squad for match week.
Promotion was leveraged above & below-the-line with a high-profile ATL ad campaign, grassroots clubs, cardholder DM, point-of-sale, PR & social media activation.
This was supported with behind the scenes photography and viral video campaign which significantly increased momentum within the rugby community and rugby press (viral and online focus).
The ultimate rugby prize; "Be Number 23" and win a place in the BaaBaas team.