Mastercard «Priceless League»
Integration into the Kontinental Hockey League

Development of the branded digital platform

Goal

Engage hockey fans in the «Priceless League» project and keep their interest ignited during the whole 8-month-long game season.

Implementation

«Priceless League» is the new hockey tradition of Mastercard & KHL. Fans received an opportunity to claim the title of the «Priceless Fan», come out onto the ice and share the trophy with players of their favourite teams!

  • Digital platform
Design development and creative writing for the whole digital hub of the project. For 8 months we supported users’ attention with activations on KHL digital platforms — Mastercard.khl.ru website and the mobile app: an UGC-activation (making KHL history together), tests and mini-games. Fans participated in activations, earned points and moved in rankings.

  • SMM
Users wrote posts with the hashtag and joined Mastercard communities.Thanks to this there were 1724 online photos with the #pricelessleague tag.

  • Social CRM
The social feed was automatically streamed to the digital platform of the project.

Result

147 628 fans competed for the title of the «Priceless Fan».
242 682 votes given by fans to players during the games.
6000+ events added by users to the interactive KHL History calendar on the website.

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