MasterCard PayPass Tour
The Challenge / Opportunity:
Genesco Sports Enterprises (Genesco) was looking for a Canadian event marketing agency to execute a program that required enthusiastic staff to run the tour. Genesco engaged InField to execute the MasterCard PayPass program in Canada after they experienced a successful US tour. The MasterCard Tour consisted of 18 Retailer visits and 22 Events over a two month period.
The overall objective was to execute an event marketing campaign that created awareness of the MasterCard PayPass feature on new MasterCard cards. The promotion of MasterCard PayPass was aimed to educate consumers on the security of the PayPass system, and the ease of using PayPass daily. On execution day, InField staff worked closely with store managers and event contacts to select an appropriate location for the event set up.
What We Did:
Staff were required to set up the issuers area, consisting of a spider tent, banners and various equipment. All staff were also required to set up the MasterCard bus, as well as program the computer to effectively run the MasterCard Plinko game. Staff engaged consumers at different events and in retail environments to teach them about MasterCard PayPass, and to allow consumers to have a chance to win a $5 or $10 preloaded MasterCard PayPass card through the Plinko game.
Program Results:
- 106,750 program impressions
- 15,250 program participant interactions
- 11,655 Mastercard PayPass winners
