Drive awareness and usage of Masterpass, Mastercard’s digital payment solution, and deliver significant earned media impressions through an impactful GRAMMYs and music-themed experiential activation.
Mastercard wanted to give back to music fans and reward Masterpass users in Los Angeles with special access to music and events during GRAMMYs week. Aligned under the #ThankTheFans theme, the onsite campaign fully integrated within a national digital promotion that celebrated fans through exclusive rewards available only to Masterpass users.
As part of the fully integrated #ThankTheFans campaign that spanned paid digital and social media, consumer promotions, and a 200+ person B2B hosting program, Mastercard took over the former Tower Records location on Sunset Blvd for 3 days and 4 nights of music experiences, including:
Mastercard took over the former Tower Records location on Sunset Blvd for 3 days and 4 nights of music experiences