MasterCard is appealing to rugby devotees by teaming up with legendary All Blacks player Wayne 'Buck' Shelford for the duration of the Rugby World Cup, now taking place in New Zealand. 'Buck' stars in social media-based campaign through R/GA that also lets viewers vote on the MasterCard 'Man of the Match'.
Via YouTube, 'Buck' begins the conversation by answering fan questions from around the globe. Through October 23, the 'Ask Buck' campaign will include further videos with cameo appearances from Australia rugby player David Campese and former South African captain, Bobby Skinstad - and viewers can ask them whatever questions they like.
As part of the campaign, fans can also decide on the Man of the Match in real time by going to rugbyworldcup.com or using the Official RWC 2011 Mobile App. A third of the overall vote will be in the public hands and two thirds will be decided by the match commentators. Meanwhile, MasterCard cardholders in New Zealand during the Tournament will have access to special merchant offers if they pay with their card.