Previous Next

MASTERCARD - PRICELESS SURPRISES LAUNCH

Becoming a Global Music presence and the beginning of “Priceless Surprises”


Challenge

Establish Mastercard as a modern and trusted brand that enables meaningful music experiences by providing cardholders, customers, and key partners with unique access to music-related benefits and surprises.

Catalyst

Mastercard, a truly global brand, sought to partner with a major music artist with wide international appeal to deepen ties with existing cardholders and drive promotions with bank and merchant partners across multiple continents. FRUKT helped broker a deal with Justin Timberlake, whose involvement with the creative direction of the campaign inspired a new brand platform, Priceless Surprises, that lives on today.

How We Pressed Play

Mastercard established Justin Timberlake as a global brand ambassador to serve as the face of the Priceless Surprises launch campaign. As the exclusive financial sponsor of the global 20/20 EXPERIENCE TOUR, Mastercard also activated pre-sales for cardholders and received contractual tickets to each of the 128 concert events (with the ability to purchase additional tickets) to engage local issuer & merchants as well as directly to cardholders through social media or Priceless Cities. In addition, Mastercard hosted four private concerts, two of which were leveraged for issuer partners to create buzz-building activations. Three unique Priceless Experiences were executed with cardholders who won the once-in-a-lifetime opportunity to spend a day with Justin.

Results

  • 2 Gold CLIO Music Awards for Integrated Campaign & Partnerships/Collaborations
  • 1B+ cardholder impressions
  • 99 unique issuers & merchant partners engaged in 118 cobranded promotions


FRUKT helped broker a deal with Justin Timberlake, whose involvement with the creative direction of the campaign inspired a new brand platform, Priceless Surprises

Results

Becoming a Global Music presence and the beginning of “Priceless Surprises”

1B+ cardholder impressions
2 Gold CLIO Music Awards
99 issuers and merchants engaged