The brief from MBNA was to create a credit card that tied into Premier League football clubs and incentivised users with rewards related to the clubs they supported. Our solution was a card called ‘Turnstile’ – the card that gets you into your club. Users earned ‘match minutes’ which could be redeemed for ticket deals and special passes that gave them exclusive access to their team’s ground. Rewards included ticket offers, dressing room visits, ground tours and passes to special club events and training sessions.
Our test campaign ran in local press, online and in football media. The test began with a few big clubs like Chelsea, Man U, Arsenal and Man city.