Through its Priceless platform, Mastercard enables people to have more meaningful experiences.
With the Mastercard-sponsored British Open on the horizon, the company wanted to create a more personal and priceless connection with golf fans, a key audience that spends 12x more annually than non-golf fans.
The campaign objective was to increase brand perception among golf fans by being the bridge between the British Open and everyday fans around the world.
Most NBA fans don't play basketball, most NFL fans don't play football and most MLB fans don't play baseball. Almost every PGA Tour fan plays golf.
Golf may not be as physically demanding as other sports, but to golf players it is more than just sport. It creates social connections that build friendships, business relationships and enable family bonding.
These connections are at the heart of the meaningful, personal experiences golf fans have while playing the sport. Mastercard's strategy was to celebrate its fans' priceless golfing moments around the British Open, an important moment on the golfing calendar.
To kick off the British Open campaign, #TheHoleStory, Mastercard tapped into their team of golf pro ambassadors, including Brandt Snedeker, Ian Poulter, Boo Weekley, Harris English, Graeme McDowell and Tom Watson. The idea started with a simple tweet by Brandt Snedeker declaring his love for the iconic hole, The Postage Stamp. From there, our golf ambassadors got into a Twitter debate that passionate golf fans could watch and participate in.
Fans jumped into the conversation immediately, tweeting replies and thoughts to their favorite Mastercard pro. The twitter debate helped make make Mastercard the most talked about brand at the British Open with 50% share of voice, reaching over 5 million Twitter followers reached with zero media dollars spent.
