Visa Masters of Movement
The intelligence behind Visa’s Masters of Movement Fan Experience at the FIFA World Cup
With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use its tournament sponsorship to demonstrate that the brand is much more than just a credit card.
To bring this complex creative concept and tailored customer journey to life, the team needed to concentrate on developing and testing the customised physical and digital technology components cost effectively, on a flexible, robust, and scalable platform, capable of securely accommodating thousands of visitors over several weeks.
XPKit was the only platform that could deliver this.
“Masters of Movement would have never seen the light of day if it weren’t for the passion and dedication to making history.”
Value for the audience
In Qatar, fans themselves were the star of the show, getting to play with their friends and represent their country in front of packed crowds at the World Cup.
Value for the brand
Visa positioned itself at the forefront of innovation by creating a bespoke, data driven experience on the world’s biggest stage. This also drove behaviour change, with over 12,000 people signing up and receiving an NFT, many for the very first time.
Value for the Agency
The ability to utilise the standardised set of powerful tools offered by XPKit for a fixed licence fee, reduced development time, risk, and made it easily scalable, and repeatable. It also ensured that the overall technical architecture design would meet Visa’s stringent information security requirements.
Most importantly, XPKit ensured that this ambitious and groundbreaking project could be implemented within the client budget requirements, without scaling back the creative ambition or scope of the final experience.
Results
120,000 fans visited
24,000 unique works of art created
335 media mentions
957m pr impressions
Awards
Campaign Tech Award: Best Use of Experiential Tech
BIMA Award: Best Use of Data
Cynopsis Sports Marketing Award
Shorty Award
Design Week Award
Turning Football Into Art
How XPKit was used to create the connected experience
XPKit not only helped Visa create a world first with NFTs, it was the orchestration layer for the entire fan experience.
PERSONALISATION
To celebrate the FIFA World Cup™, VISA transformed some of the game’s most iconic moves from five football players into digital art, minted into a unique assortment of NFTs to benefit the charity Street Child United.
The original digital art, and attributes such as the team colours of our players’ nation were combined, as inspiration for each personalised artwork.
THE MOVE
State of the art tracking technology records every action on the pitch, including player movement, ball position, passes, skill moves and goals.
After registering, joining the virtual queue, and being assigned a team by the host, visitors explore the Visa Masters of Movement story, while viewing previously created artwork.
THE TECHNOLOGY
Vistors are messaged for their turn, and go to the activation area, ready to play.
Play begins, and tracking data from their actions on the pitch feeds the artwork algorithm, which produces flowing realtime visualisations of the move as it unfolds.
THE ARTWORK
A key moment from the game is exported as a high quality artwork, ready to be minted and turned into an NFT.
A critical component of the creative vision to engage new audiences, used XPKit’s NFT API integration with crypto.com. XPKit created, minted and delivered thousands of unique, personalised NFT souvenirs, for player’s to share, keep or sell.
XPKit enabled a seamless and connected experience, identifying, authenticating and registering every player, automating the transformation and personalisation of content, managing player profiles and email communications. All supported by detailed interaction metrics and real time analytics, measured against Visa’s key performance indicators.
“We have always pushed the boundaries using cutting-edge technology, and with XPKit, we were able to focus on delivering a historic and award winning creative vision for Visa, with the knowledge that it was built on a solid foundation.”