WEST END LIVE

West End LIVE is a free, two-day event held in Trafalgar Square each summer showcasing all the musicals in the West End and attracting over 500,000 visitors. As part of Mastercard's year-long theatre programme, I helped them capitalise on this unique opportunity to interact in real time with their target audience by creating a suite of activities, branding across the site and video advertising.

The event drives a huge spike in the purchase of theatre tickets and given the high value of a ticket, our goal was to increase the share of spend on Mastercard over their competitors. By partnering with concession teams at West End theatres, I created an offer that enabled cardholders to claim free interval ice creams at the show they had purchased tickets to using their Mastercard. We highlighted the activity on-site by giving away free ice creams, created through the theatrics of a liquid nitrogen bar.