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MASTERCARD - APPLE PAY

Gwen Stefani brings together Apple Pay and Priceless Surprises


Challenge

Promote Mastercard’s Apple Pay integration through a partnership with a high profile entertainment icon that has strong appeal to the Working Moms target demographic.

Catalyst

Following Mastercard’s successful global partnership with Justin Timberlake, the brand wanted to work with another music superstar ambassador to help launch a new technology.  This artist-centric approach allowed Mastercard to build a tiered consumer proposition across content, live experiences, and fan-artist connections while also further promoting Mastercard’s new Priceless Surprises initiative. 

How We Pressed Play

Launched the Gwen Stefani Apple Pay/Priceless Surprises campaign via broadcast TV, digital media, social channels, and press, bringing it to fruition with a full week dedicated to Gwen Stefani and Priceless Surprises surrounding Mastercard’s annual flagship music event: The GRAMMY Awards. The partnership continued with custom cardholder Priceless Surprises captured for social content. Bank partners HSBC and Citi also joined to collaborate on an exclusive New York City concert, Gwen’s first local solo show in 7 years, gaining a huge win on the issuer, merchant, and general consumer fronts. During the partnership Gwen Stefani released new hit music and joined The Voice, all while remaining a trendsetter in fashion, family, and lifestyle. Her refreshed energy and image was a perfect match for Mastercard’s new initiatives.

Results

  • Primary reach of 83M via media coverage in print, online, social during LA GRAMMYs concert
  • 5.3K+ tickets were sold exclusively to Mastercard cardholders at LA and NYC concerts
  • Beat Facebook engagement rate benchmark by 104% 
  • Beat Twitter engagement rate benchmark by 14%

Gwen’s first local solo show in 7 years, gaining a huge win on the issuer, merchant, and general consumer fronts

Results

Gwen Stefani brings together Apple Pay and Priceless Surprises

83M reach
5.3K tickets sold exclusively
104% times Facebook engagement benchmark
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