MasterCard rolls out 'priceless' Brits competition

MasterCard: offers music fans the chance to star in TV ad
MasterCard: offers music fans the chance to star in TV ad

MasterCard has rolled out a campaign promoting its sponsorship of The Brit Awards, offering consumers the chance to duet with their favourite artists.

The 'Priceless Duet' campaign, which launched today (10 January), invites consumers to enter a competition with the winners performing with one of singer Labrinth, boyband JLS or this year's Choice Award winner, Emeli Sande.

The winners will be shown performing on a TV ad, to be broadcast on the evening of the 2012 Brit Awards on ITV1 on 21 February. Music fans are invited to load up audition tapes at the campaign website, www.somethingforthefans.co.uk. The campaign will be supported with print, digital and social media activity.

Shaun Springer, head of brand and sponsorship, MasterCard UK & Ireland, said: "MasterCard is evolving from a brand that celebrates 'Priceless' moments, to one that enables 'Priceless' experiences, thereby bringing additional benefits to choosing to use MasterCard and building further emotional engagement with consumers.

"'Priceless Duets' gives music fans the opportunity to meet and perform with top British music talent, which we believe is truly priceless.

"Social media engagement will be important for this campaign and we will be maximising both our own channels and those of participating artists and their fans, to engage and excite consumers around the competition."

In September, MasterCard relaunched its long-term 'Priceless' marketing campaign with city-wide rewards programmes, claiming to offer exclusive "experiences" through partnerships with hotels, museums and restaurants.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers