MasterCard: Real-Time Engagement, OmniChannel Strategy & UGC
MasterCard was in need of an awareness lift to be top of mind in the credit card industry. We created an integrated campaign where we began by crowdsourcing the world by asking what Priceless means to them. Thousands of user-generated photos poured in from around the world some of which were displayed in Times Square on New Year’s Eve. By doing this, we were able to better understand what our most prized brand tenet means to consumers while communicating how MasterCard can help cardholders achieve that “priceless” feeling.
Subsequently, the social interactions (665MM) and shares (2MM) raised brand equity and affinity while translating to higher card usage and more revenue for the company.