Project: MasterCard x Northside Festival Beacons
Assignment: Social Marketing, Mobile Strategy
MasterCard is a notable sponsor of many events, from food festivals to sports teams and entertainment. We approached them with a new way for them to connect with their customers at these events using beacon technology. In conjunction with the Northside Festival in Brooklyn, we setup beacons at various venues throughout the festival, reaching over 100,000 attendees. When conference attendees used enabled notifications on the official Northside Festival app, they would receive contextually appropriate notifications letting them know they won surprises like backstage passes, unique merchandise or complementary items at the concession stand. The notifications would be triggered depending on the venue they were at, how long they were there and time of day. This enabled MasterCard to deliver relevant surprises and connect with their customers at events and serve as a blueprint for future events.