As part of their strategy of expansion in southeast Asia, MasterCard has launched a number of marketing activations designed to drive charge frequency in countries where the average cardholder only uses their card 1-2 times per month. MasterCard partnered with Brandmovers to activate their sponsorship of the UEFA Champions League to develop a promotion designed to drive purchase frequency among football fans in Vietnam.
How it Works
During the promotion period, registered users receive one “kick” for each transaction on their registered MasterCard. Each kick moves the user closer to Milan, jumping from city to city between Ho Chi Minh City and Milan. Once you’ve accumulated 9 kicks, you’re entered to win an all-expenses paid trip to Milan, with two tickets to the Champions League Final. Each 9 kicks earn the user an additional entry.