Mastercard / Saudi ArabiaEvents & Sponsorship · Social
The Priceless Clan.
Mastercard used its Gamers8 sponsorship in Riyadh to win credibility with serious gamers, through a 'Land of Heroes' activation with tournaments, Twitch streamers and targeted social ads.
- Brand
- Mastercard
- Agency
- Carat MENA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Mastercard had little history with esports, and gamers tend to reward brands that understand their culture and punish ones that don't. The brand needed to reach dedicated players, not casual ones.
The idea
As a Gamers8 sponsor, Mastercard ran a 'Land of Heroes' activation with tournaments and exclusive content, partnered with well-known Twitch streamers, and ran targeted social advertising through the Merkury platform. Carat MENA handled the entry.
Results
- Positive buzz around the brand rose from 26% to 46%, according to the MMA Smarties case summary
- More than 750 gamers visited the Mastercard booth during the event, according to the case summary
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2023KSA – Experimental / Innovation TechnologySilver
- MMA Smarties KSA 2023KSA – Gaming, Gamification & E-SportsSilver
Credits
- Media agency
- Carat MENA
- Associate Director, Carat MENA
- Sondos Abdallah
- Performance Lead, Carat MENA
- Bassem Hoss
- Social Media Manager, Carat MENA
- Latesh Jalgonkar
- Planning Executive, Carat MENA
- Maryjoe Hanna
- Senior Performance, Carat MENA
- Alexi Bssousi
