Mastercard's driver whistle
Background
As a long-term sponsor of sports clubs, Mastercard strives towards more than just appearing as a sponsor with a logo on different communication materials. Therefore, they have decided to come up with a long-term practical solution that will improve and enrich the match experience for both sports clubs and their fans and bring them together even more.
IDEA
The first fan chatbot in the world that enables ordering food and drinks right to where the fan is sitting, as well as remote payment. This way, loyal fans can watch the entire match with no interruptions and standing in lines. Using the chatbot, they can also buy tickets, follow stories and remain updated about the club.
For fans, the chatbot is a means with which they can watch the entire match with no interruptions, use a safe and cashless remote payment system, conveniently purchase tickets and follow the most important news. The chatbot gives clubs the possibility of directly addressing their loyal fans and accelerating sales through a new sales channel. For Mastercard, besides accelerating transactions, it is also the means to strengthen the image of a modern, digitally advanced trademark.
Execution
Ordering food to where you are sitting was launched with a noticeable campaign at the Ljudski vrt stadium where fans could enjoy a surprise in the form of a restaurant experience – they were greeted by waitresses with menus.
Besides that, fans were also addressed via standard media around the stadium.
Via the popular NK Maribor FB profile and with the help of two famous fans – Tinček as the representative of NK Maribor fans and Gorazd Žilavec as the representative of NK Mura fans – we have introduced a parallel hamburger ordering match. It was carried out between the NK Maribor fans and the NK Mura fans with the win going to the team that ordered more hamburgers via a chatbot.
The fans’ chatbot is currently available with three Slovenian sports clubs, and in the long run, it is intended for all interested clubs and their fans.
RESULTS
sales share via the chatbot.
value of average purchase via the chatbot.
higher engagement on NK Maribor FB profile.
free posts in the media.
SOCIALLY RESPONSIBLE ASPECT
Up to 1,500 litres of beer is consumed within two hours at a well-visited football match. Thus, the chatbot has been upgraded with a special feature. All the fans who order more than two beers at a match are sent a personalised message by the chatbot as soon as they leave the stadium, asking them to use a recommended taxi service.