@Mastercard ran a global campaign targeting rugby fans from around the world — from Australia, New Zealand, South Africa, and the United Kingdom to Japan, the host country.
The campaign was phased twofold to build up pre-game hype and connect with fans in real time:
Phase 1: Building pre-game hype and anticipation
Before each game, @Mastercard tapped into the @rugbyworldcup account to rile up fans and encouraged everyone to Tweet ‘live’. Whether an epic try, a thundering tackle, or a huge kick, all priceless moments were welcomed. By listening to these pre-game Tweets, @Mastercard gained insightful understanding of the fans’ likes and favourites.
A suite of Twitter solutions including Video Website Cards and Promoted Polls gave @Mastercard multiple excellent opportunities to connect with fans throughout different phases of the RWC, from Pre-tournament to Matches and Player of the Match.
Phase 2: Connecting to real-time moments
Every match was made all the more exhilarating with a blow-by-blow analysis of the action by a team of rugby experts. During each game, @Mastercard tracked fans’ ‘priceless moments’ by analysing the sentiment behind every Tweet. The moments where fans were most excited about were then turned into video highlights and promoted on Twitter for fans to relive those moments.
To make the experience truly ‘priceless’, @Mastercard used a bespoke Twitter API to monitor fans’ spikes in activities and identify match highlights which either sparked great excitement or caused a dramatic change in game play. These moments were then engraved onto each player’s trophy in real time, enabling @Mastercard to create the world’s first ‘live’ trophy at the Rugby World Cup.
@Mastercard also leveraged other Twitter solutions like Twitter Polls and Conversation Cards to further engage fans and drive conversations during the matches.
By tapping into allowlisting for @rugbyworldcup as well as various accounts of rugby legends, sports athletes, and Jun Mitani, designer of the POTM trophy, @Mastercard gave a boost to the campaign reach and amplified conversations around the world.