It is hard not to think about ‘Mastercard’ without thinking about debt… and their iconic campaign slogan ‘Priceless’. For 18 years, Mastercard has celebrated the priceless moments in people’s lives but decided it was time to shift consumer perceptions by creating and surprising unknowing customers with ‘money can’t buy’ experiences, known as ‘Priceless Surprises’.
The way it works is quite simple, really. Mastercard customers are eligible to receive a ‘Priceless Surprise’ if they use their card or Tweet or post on Instagram using the hashtag #PricelessSurprises. Winners are chosen at random and can win a variety of prizes including: free Uber rides, restaurant coupons, clothing discounts, tickets to the Major League Baseball World Series, and VIP access to the Grammys.
Not bad, Mastercard. Not bad.
They have also incorporated a ‘Send A Surprise’ feature which allows Mastercard customers to send a surprise to their loved ones which can include beauty treatments, online store discounts, or even just let them choose what they want.
Mastercard have enlisted the help of celebrity and athlete influencers to create memorable surprises for their customers, including Pharrell Williams who surprises a fan during a playgroup that they’re running for kids. Portuguese footballer, Deco, was also recruited to go undercover at a Lisbon school to deliver a surprise to a young fan to walk out as a mascot to the UEFA Champions League Final.
Demonstrating the power of giving back to your customers, Mastercard has successfully created social chatter by encouraging their consumer advocates to create their own content through giving them an experience worth sharing. The campaign has generated hundreds of thousands of social posts and millions of impressions to date, even finding itself in the top 5 global trending topics during the 2014 Grammy Awards.
It’s probably safe to say the combination of Mastercard and ‘priceless’ will never be the same again.