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TAP AND GO
AT THE BALLGAME
CHALLENGE
To maximize the MLB partnership and Mastercard’s focus on “sonic branding”...
In 2019, Mastercard debuted its sonic brand. It was a revolutionary move for the financial services company as it strove to associate a unique brand tone to the feeling of priceless surprises.
To merge this new audio interest with a sponsorship opportunity at the 2019 MLB All Star Game, Mastercard approached our team at Octagon to find a way to leave fans with a new baseball memory.
SOLUTION
we integrated the most famous song in sports into a tentpole MLB event...
Everyone knows the words to Take Me Out at the Ballgame. But do they know Tap and Go at the Ballgame?
In the purest blend of music and baseball, we rewrote the lyrics to the popular classic. We then worked with experiential agency Real Art to build a custom karaoke booth to not only teach our fans the lyrics, but also record them singing it.
Fans would enter the booth by tapping a Mastercard to “unlock” it, playing the sonic brand. They would then follow the bouncing ball as it were, which would leave them with a unique video in their email.
RESULTS
that entertained hundreds of guests, and even surprised a few along the way.
Nearly 300 individual videos were recorded over two days (the MLB Home Run Derby and the MLB All Star Game).
Each and every guest got their own priceless surprise, finding out that the card they used to unlock the booth also came prefilled with a food and drink.
A few lucky fans were even surprised in the booth by baseball legends Alex Rodriguez and Jennie Finch.