10 Marketing Ideas of the Week (March 20-24): Featuring Mastercard, Coca-Cola and New York

Mastercard campaigns with Messi to surprise a ‘Leo’ side

The American payment system company MasterCard has seen the big picture for the launch of its new “player mascot” kit, the outfit that young fans will wear during the Champions League qualifying matches. An advertising film of more than two minutes, where the Argentine star Lionel Messi meets young players, was thus broadcast. The campaign also included a street art mural, painted and filmed in Paris at the beginning of March, displaying a QR code that linked to a new augmented reality filter. Football fans were able, thanks to this technology, to join the “Leo” team, alongside the Argentine world champion. “The “sports heroes” have a superpower, that of inspiring the next generation and convincing them that they, too, are capable of accomplishing great things. That’s why MasterCard is proud to work with the UEFA Foundation and with Messi to give young football fans the chance to shine too.“, says Jeannette Liendo, Senior Vice President Marketing and Communications of MasterCard.