To increase awareness, acquisition and usage of the World MasterCard® card product, MasterCard teamed with celebrity football star Peyton Manning, through its sponsorship relationship. The plan was to promote the card via a 30 second television commercial and an online interactive component. Peyton’s wit and humor was well known and he successfully promoted MasterCard products in the past. The challenge here was having only 8 weeks to develop an integrated marketing platform that incorporated TV, print, online program, digital media, PR and Sponsorships.
Collaborated with Brand, Sponsorships, PR, Legal and creative agencies to develop online concept.
Saved production costs by re-using voice overs from prior Peyton online program.
Oversaw the building of digital program components – which included viral video with Tell a Friend component and created a “Peyton Worldcard© Offers” collection.
Obtained necessary approvals, tested and launched.
Recommended avoiding past program launch challenges by launching test site in “production” vs. “staging environment”.
Flawlessly executed program within the required (8) week production timeframe.
Program saw a 6% increase in traffic to the World offer content section of the website.
Mitigated risk of launch errors by proposing and executing launch in production environment, produced the first errorless program launch.
The TVC and Viral Video can be found on YouTube @ http://bit.ly/jPjX and http://bit.ly/FN2fy respectively.
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