Aussies at R/GA New York behind MasterCard’s ‘Ask Buck’ Rugby World Cup digital campaign

As one of world Rugby’s most iconic personalities and one of the most fearless players to put on an All Black’s jersey, the living legend Wayne “Buck” Shelford may not at first seem like the average guy who would engage in casual conversation with just anyone.

However, through MasterCard’s “Ask Buck” campaign, via R/GA New York, Buck is bringing his passion for the Game right into your living room, and may as well be watching Rugby World Cup 2011 with you.

With the Rugby World Cup 2011 in New Zealand well underway, fans and rivals alike will be able to ask Buck anything they want via Twitter, Facebook and YouTube. Buck will then answer a handful of his favourite questions at rugbyworldcup.com/mastercard.

The campaign was created by R/GAs Aussie expat team Ben Smith (who joined from Doga5 Sydney back in May, pictured below left) and Paul Dery (who joined from M&C Saatchi Sydney back in 2008, pictured top left) overseen by Aussie expat chief creative officer Nick Law.

The social campaign is seeded with videos on YouTube where Buck begins the conversation by answering Rugby fan’s questions from around the globe. And for the first time ever, the MasterCard “Man of the Match” will be decided by fans from around the world, with 1/3 of the overall vote in the public hands and the final 2/3 of the vote being decided by the match commentators. This new online and mobile Rugby World Cup 2011 feature is housed on rugbyworldcup.com and the Official RWC 2011 Mobile App, giving spectators around the world the opportunity to vote for the “Man of the Match” in real time.  Voting for the MasterCard “Man of the Match” kicks off at the beginning of the second half and closes ten minutes before the end of regulation.

Running through to October 23, the ‘Ask Buck’ RWC campaign will include cameo appearances from Australia rugby legend David Campese and former South African captain, Bobby Skinstad. The campaign gives fans the priceless opportunity to ask Buck, Bobby and David a whole host of questions, whether it’s about the days when they played, their teams’ chances of taking this year’s Cup,  or their thoughts on the MasterCard “Man of the Match” from any of the week’s matches.

Finally, MasterCard cardholders in New Zealand during the Tournament will also be able to access special merchant offers through the RugbyWorldCup site for some of New Zealand’s most unique experiences simply by paying with their MasterCard.

The entire campaign was a collaboration between MasterCard and R/GA, its digital agency of record, who concepted, built and shot the global initiative – while the MasterCard “Man of the Match” voting platform was built by TeamDigital.

Agency – R/GA New York

Producer – Jozsef Fityus