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CASE STUDY: Mastercard Foyer Takeover

Provided by Digital Cinema Media
MasterCard ran a usage-driving campaign to promote their "Buy 2 Tickets, Get 2 Tickets Free" campaign

What was the Challenge / Background of the Campaign?

Mastercard identified that people who had a Mastercard didn't use them that often for small transactions. Mastercard wanted to change this and used cinema foyer activity (including standees, floor media, counter cards, and posters) supported by online activity, promotional activity on Virgin Radio, press activity, and SMS messaging to encourage Mastercard owners to use them more!

What was the Campaign Objective?

To increase usage of Mastercard amongst those who already had them, particularly on small transactions

What was the Solution?

Promote a "Buy 2 Tickets, Get 2 Tickets Free" offer whereby anybody who purchased cinema tickets for ODEON would be given a voucher for two free cinema tickets to be used at a later date

What were the Results?

Over 1,000 entries were received on the 1st day of the offer and ODEON saw a 47% uplift in Mastercard transactions for September 2007 vs. September 2006

What were the Key Learnings of this Campaign?

Foyer activity with other media support thrown into the mix can be very effective at driving usage

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPeople with Mastercards who don't currently use them
25 - 34
35 - 44
45 - 54
Both
AB
ABC1
CINEMA
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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