MasterCard gets ‘Priceless’ with MLSE launch
MasterCard Canada aims to bring its longstanding “Priceless” campaign to a more personal level with cardholders with the launch of the Priceless Toronto Zone at the Air Canada Centre in Toronto.
The Zone is being launched in partnership with MLSE and features creative from MacLaren McCann, media work from Carat and digital help from UK-based Tulip. Targeting consumers aged 18 to 45, the Zone will feature interactive elements such as e-commerce opportunities that give MasterCard holders the opportunity to buy exclusive items, like a series of seven Toronto Maple Leaf and Toronto Raptors-themed bobblehead dolls, Milos Vranesevic, head of marketing at MasterCard Canada, tells MiC.
Items purchased in the Zone will be done through MasterCard’s digital wallet option, the MasterPass. Future options will allow MasterCard-holding fans to purchase special ticket packages and merchandise items in the Zone.
Vranesevic says along with the Toronto launch, MasterCard is also rolling out its “Priceless Surprises” campaign in Canada. He says cardholders will be surprised with prizes ranging from smaller items to bigger things, like a visit from Doug Gilmour and tickets to a Toronto Maple Leafs game or sitting front row at World MasterCard Fashion Week with model Coco Rocha (both are examples of actual cardholder surprises that happened within the last week).
MasterCard will be spending about 30% of its media budget this year on digital, Vranesevic says, because of the ability to personalize the messages. Examples of that targeting potential include surprising cardholders through social media.