Case Study:
Mastercard / McCann


HTML5 competition and touchscreen game

The Brief.


As one of the major sponsors of the Australian Open, Mastercard were looking to make a disruptive presence at the sports arena as well as to continue their “Happy Slam” messaging throughout their promotions.

McCann tasked us with the mission of producing an integrated gamification and activation solution that could engage potential customers to interact with the brand, and highlight their association with the tennis. McCann had a general concept of gamification but needed Code and Visual to develop workable ideas that would be achievable within the tight deadlne and accessible to the widest audience.

  • Ideation & collaboration
  • Tight deadline
  • Multi-platform engagement
  • Game design & development
  • Custom touch screen integration
  • Complete front and back end solution

The Solution.


The solution came for the project in two parts. Firstly a collection of HTML5 skill-based games that set users 3 timed challenges which they would compete to achieve the highest total score - "Tap Tennis Training".

Once the promotion was complete, those select players with the best scores would win an all expensive paid trip down to Melbourne with tickets to the Australian Open to watch some of the world's best players go head-to-head.

But that's not where it ended. Once at the Open, the competition winners were invited to play a second game on a Giant 45 inch touch screen, taking on legendary players such as Lleyton Hewitt and Martina Hingis, live and face-to-face in a player vs player video game - "The Tap Tennis Tournament".

One-of-a-kind Activation


The Outcome.


The Tap Tennis activation was a great success for Mastercard, drawing some very dedicated competitors who where highly motivated to win a shot at playing against some of tennis' greats. Thousands of high scores were submitted during the expedited promotional period, and activity on their social media accounts showed that people were engaging.

At Melbourne Park, the Tap Tennis arena was a highly visible fixture, attracting the tens-of-thousand of attendess that passed by and enticing them in to a highly branded engagement.

Turning to a larger audience, Lleyton Hewitt appeared on national morning television to promote MasterCard and the tournament, with the unique winners trophey attracting welcome humourous commentry.

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