MasterCard ran a usage-driving campaign to promote their "Buy 2 Tickets, Get 2 Tickets Free" 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!
To increase usage of Mastercard amongst those who already had them, particularly on small transactions
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
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
Foyer activity with other media support thrown into the mix can be very effective at driving usage