MasterCard has launched a campaign to promote its new national cricket tipping competition, including an experiential campaign featuring “cricket heads”.
Direct agency MercerBell created the online weekly tipping comp, MasterCard Pick N Win, which will be supported by a season-long campaign called “How big a cricket head are you?” involving a print, outdoor and online component. An experiential element kicked off the campaign in Sydney this week with people wearing oversized cricket balls on their heads roaming the streets to generate word of mouth. The satirical approach to the campaign, with the large cricket heads representing “big headed” cricket fans, aims to cut through the cluttered cricket sponsorship space.
MasterCard, a sponsor of Cricket Australia since 2006, got its ambassador Allan Border to select a series of player match-ups which form the basis of the tipping competition. Fans are invited to choose which player in the pair will be the best in a given game. The best player is determined using the MasterCard Most Valuable Player scoring system, developed by the Australian Cricketers’ Association, and the fan with the most correct matches will be crowned Australia’s number one cricket head.
The competition and campaign will run until 17th March.
