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. So we wanted to make 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 wasn’t just one of Mastercard’s biggest campaigns—adapted in 18 markets across 5 continents—it was also one of its most effective. It brought 37% more people onto 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.
Transit Tales
The most creative use of the Tap, Go & Play platform comes from Australia, where the team at McCann Sydney has created an AI powered digital experience that uses real-time transit data to create personalized audio stories matched to the exact duration of a commuter’s train journey.
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.
