The Offer: MasterCard targeted the Mexican-American community with the launch of its Club America Prepaid card. Cardholders earn points with each money transfer and are entered to win a series of sweepstakes related to Mexico City’s soccer team, Club America.
The Data: The card issuer worked with Hispanic agency DLB Group Worldwide to target this group with events in California, Florida, Arizona and Texas. ?
The Channel: After launching the card at a December 29 event in Los Angeles, MasterCard is using event marketing at Club America games and street fairs throughout the target markets to continue to promote the card. Mass media outreach through print, radio and TV supplements the acquisition effort.?
The Creative: Collateral for the campaign showcases both MasterCard’s and Club America’s brand imaging. While DLB handled all creative and market research, Denarii Systems managed technology and activation for the new accounts. ?
The Verdict
Stacia Goddard is EVP of strategy at Purple@Epsilon, Epsilon’s digital and direct agency. She previously worked as managing director at Hill Holliday. Learn more about her in a Q&A.
The more a brand matters to me, the greater my engagement. This campaign taps into two authentic social and cultural insights — the love of family and the love of sport.?
