MasterCard's World Cup Campaign had good intentions. The company hoped to raise much-needed money to help fight childhood hunger in Latin America and the Caribbean. MasterCard partnered with two soccer stars to promote the campaign, and said the company would donate the equivalent of 10,000 meals to the World Food Programme every time one of the two players scored a goal during the World Cup. Why did this campaign backfire?

Question

Quizplus · Accepted Answer

The campaign backfired because it was perceived as turning the serious issue of childhood hunger into a game or marketing stunt, where the provision of meals was contingent upon the success of soccer players, rather than a guaranteed commitment to help those in need.

MasterCard's World Cup Campaign Had Good Intentions