Fare Free Friday Campaign for MasterCard
MasterCard aim to become the contactless travel payment card of choice on the Transport for London (TfL) network. However, competition is fierce in this space, so they developed a big disruptive campaign: Fare Free Friday, rewarding commuters with a full day of free travel on the TfL network, just for using their contactless MasterCard, when they travelled. They asked us to amplify Fare Free Friday on Social and Digital.
Big Group developed an interlinked activation strategy for MasterCard’s social and digital channels. To raise awareness in the week preceding Fare Free Friday, our Social Media team devised a promotion called Favourite Commuter Moment, for Twitter and Instagram, which would gather engaging content and involve cardholders in upbeat conversations. Using #farefreefriday they shared their favourite commuter moment for the chance of winning a months’ free travel on TFL. We picked up these posts and created post-it notes, tagging the handles of the users.
The digital destination page for all OOH and DOOH media was MasterCard.co.uk/contactless. In addition to the Fare Free Friday messaging on the site, a social listening feed was implemented to pull in all mentions of #FareFreeFriday and connect the digital campaign piece with the social activity. The content was curated by the Big Group Social Media team using our in-house tool mention.to.
This project helped to create a change in behaviour. Our communications helped to establish a lasting change in attitude to the way consumers pay for their travel as well as their day to day life. And as if that wasn’t enough, Fare Free Friday was also the busiest day in the tube’s history, ever!
- Twitter sentiment increase of 26%.
- MasterCardUK Twitter Social Sentiment higher than the average.
- 10 lucky commuters won a month’s free travel for posting the Favourite Commuter Moments to #FareFreeFriday.
- Increase of 50% of MasterCard contactless cards used outside of TFL during week leading up to Fare Free Friday versus the week prior.