Digital Arts Network and Octagon enhance fan experience at Australian Open for Mastercard

Mastercard, official payment partner of the Australian Open, focused this year on enhancing the fan experience at the Australian Open in alignment with tournament’s objectives of making the event more about the Australian summer.

Driven by enhancing the fan experience both at tournament and for those at home, Mastercard, in partnership with Tennis Australia, launched the official chatbot for the Australian Open 2018. A first for both brands, the ‘AO Fanbot powered by Mastercard’, built by Digital Arts Network (DAN), provided fans with an interactive experience of the tournament wherever they were.

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Available on Facebook Messenger, the bot proved a key destination for everything Australian Open. Following an initial welcome by Mastercard ambassador Lleyton Hewitt, the bot gave fans daily highlights, upcoming schedules, fun facts, player updates and the chance for Mastercard holders to unlock Priceless Surprises. Throughout the tournament, the bot had over 5000 active users every day, the majority of which were from across Australia, showing the heightened engagement away from the tournament itself.

Says Sarah Pike, head of marketing for Mastercard Australia: “Mastercard and Tennis Australia were pleased to launch this first for the Australian Open, allowing fans an enhanced and personalised experience of the Happy Slam. This positions us as innovation leaders within the sports experience category, using digital to increase audience participation, on and off the court.”

Led by DAN (part of TBWA Australia), the build was a collaboration between multiple agencies, including Eastwood, Tennis Australia’s partner agency, and specialist AI company, Wizeline.

The Fanbot formed part of the broader Mastercard sponsorship of the tournament. Tying into the overall brand creative by McCann Sydney, on ground, The Mastercard Beach Club, devised by specialist Sports and Entertainment agency Octagon, was the flagship of the fan experience and enabled tennis fans to truly immerse themselves with Mastercard’s take on the Happy Slam. The three-storey Beach Club combined both B2B and B2C entertainment in a unique way that can only be done at the Australian Open. With a built-in pool acting as an enticing focal point, an Australian Open first, Haviana Happy Hours and live acoustic music, the Beach Club provided visitors with a much-needed oasis from the scorching temperatures seen at the event.

Says Andrew Clarke, agency director, Octagon: “What makes the Australian Open unique from other Grand Slams is the upbeat spirit and atmosphere of the Australian summer. Mastercard wanted to capture that essence, and deliver it to tennis fans near and far. Beach houses are a quintessential part of Australia’s coastline, and became the vision for our on-site presence and to act as the central point to the campaign.”

Octagon, on behalf of Mastercard, enhanced the fan experience through Priceless Surprises. During the Australian Open 2018, 238 surprises and experiences were given to fans both at the event and at home, including ticket upgrades to front row seats, and signed merchandise from Lleyton Hewitt.

To further enhance the on-ground fan experience, Mastercard launched Served. Through a collaboration between Mastercard, Digital Arts Network and Octagon, this app allowed fans to order ahead, skip the queues and pick up food quickly at fast-track pick-up lanes so they could spend more time watching the tennis.

The three sponsorship elements worked together to allow Mastercard to provide an enhanced and personalised fan experience, both at the Australian Open and away from the tournament.

Says Richard Heaselgrave, chief revenue officer, Tennis Australia: “The collaboration with Mastercard is one of the most successful we’ve ever seen and really embodies what we as Tennis Australia are trying to achieve; with a focus on food, families and entertainment.”

Digital and social agency: Digital Arts Network, Sydney

Client: Mastercard