View Larger ImageHaciendogoles.com (ScoringGoals.com) 
By Universal McCann - MasterCard
MasterCard’s ScoringGoals.com (HaciendoGoles.com) is an integrated digital platform running during Argentina’s hugely popular soccer season. Through this program, MasterCard seeks to enhance their digital strategy, evolve from Brand Awareness to Brand Preference and Usage models, and emphasize their Benefits platform, which has become increasingly relevant through its use of cardholder discount and rewards offers.
Users register online in order to earn “goals” which count towards a variety of premium offers and rewards. Registrants earn “goals” through various social media-driven actions, including online gaming and friend referrals on the host site and additional online games, polls, and contests on MasterCard’s regional soccer site, Futbolquenotieneprecio.com. Furthermore, MasterCard usage, mobile integrations and entry into ongoing raffles provide even more opportunities to earn “goals.”
MasterCard’s soccer alignment is essential given the sport’s beloved status in Argentina. However, with Visa’s impending 2010 FIFA sponsorship, there was an even greater need to mobilize a popular and sizeable target for MasterCard in 2009.
The plan for this campaign launch centered on key soccer fan ‘go-to’ media properties across all channels and was synched to kick-off with a popular soccer match in order to achieve high-impact visibility and drive traffic to HaciendoGoles.com.
Launched in April 2009, HaciendoGoles.com will continue through mid-December and is off to a great start with 71,649 total registrants to date and an approximate 60/40 split between MasterCard cardholder and non-cardholder site activity. Thanks to the campaign’s understanding of key cultural insights, MasterCard is connecting with and rallying fans’ passions, while building an interactive relationship for future campaigns to cultivate.
April 2009 to present
