TAP GO & PLAY
Public transit is good. It’s good for the planet, it’s good for urban mobility, it’s VERY good for Mastercard’s business - but for commuters? Well, if you’ve ever taken a subway, you know.
That was our brief - making public transit a bit more rewarding for commuters too.
Enter Tap, Go & Play - a global creative platform that gamified public transit by turning media placements into spaces for connection, discovery and play.
Tap, Go & Play was one of Mastercard’s biggest campaigns, adapted in 18 markets across 5 continents, and it was also one of its most effective. It brought 37% more people to transit and drove a 17% lift in Mastercard use beyond transit.
After some quick ChatGPT math, that’s some tens of millions of dollars in revenue. Pretty cool.
A TOOLKIT MADE FOR A GLOBAL MARKET
What was special about Tap, Go & Play is that it went beyond the scope of a toolkit that markets just adopt by translating the core creative.
Nearly every market adapted the campaign, building on our blueprint by adding local flavor, new games, and interactive experiences.