Previous Next

Mastercard - 59th Annual GRAMMY Awards

Making Masterpass the key to the GRAMMYs


Challenge

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.

Catalyst

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.

How We Pressed Play

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:

  • Nightly performances by 10 top artists, including GRAMMYs nominees, such as Kaskade, Charli XCX, Anderson Paak, Brandi Clark, Louie Vega, Sofi Tukker, and others
  • Pop-up vinyl record shop in partnership with Vinyl Me Please
  • Onsite recording studio and custom vinyl press where fans could record their own songs and get their own 7” vinyl record pressed while they waited
  • Gibson Guitar station with a full range of instruments for card holders to experience Daily DJ lessons by Scratch Academy

Results

  • Over 250M earned media impressions during GRAMMYs week
  • 5,000+ attendees in the Masterpass #ThankTheFans House
  • Sold out of vinyl records curated for the Masterpass #TTF House

Mastercard took over the former Tower Records location on Sunset Blvd for 3 days and 4 nights of music experiences

Results

Making Masterpass the key to the GRAMMYs

250M earned media impressions
5K attendees