Mastercard offers free travel on London transport to promote Android Pay partnership

Posterscope is this week launching Mastercard’s first locally targeted digital OOH advertising campaign in support of the technology company’s partnership with Android Pay.
Mastercard is offering pay-as-you-go passengers the opportunity to travel for free on the TfL network for four consecutive Mondays in October, when they tap in with their Mastercard in Android Pay.  The offer will be promoted each week across London Underground digital OOH screens and escalator panels, plus platform information screens, PA announcements and social media activity on the TFL Twitter account.
As part of the promotion, Mastercard has also teamed up with Caffe Nero to offer free tea or coffee to customers that pay using Mastercard in Android Pay.  Posterscope has deployed digital OOH screens within 500m of Caffe Nero stores across the UK.  Dynamic creative will update in real-time on the digital screens during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink.
The free travel and coffee promotion will run until the 24th October, supported by a wider advertising campaign running across print, digital display and social media, planned and bought by Carat, with creative by McCann.
Marc Bartholomew, business director at Posterscope said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium.  It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”
Mark Barnett, president of Mastercard UK & Ireland said: “Our ‘fare free’ days across London’s transport network have been a big hit with our cardholders, but we wanted to go one step further. By also offering a free coffee at Caffè Nero, we hope that the Monday morning commute becomes a little more enjoyable in more ways than one.”