MasterCard: Priceless Cities
Turning Social Participation Into Priceless City Experiences______________________________________
Role: Concept, Creative Direction, Copywriting, Client Presentations
Role: Concept, Creative Direction, Copywriting, Client Presentations
The Challenge
Mastercard wanted to give people more reasons to explore four great American cities: New York, Miami, Chicago and Los Angeles. From iconic attractions and vibrant neighborhoods to restaurants, culture and local lifestyle, each city offered experiences worth discovering.
The opportunity was to turn that inspiration into active engagement, giving cardholders a compelling reason to participate while strengthening their connection to Mastercard's Priceless Cities platform.
The Creative Idea
What if sharing your enthusiasm for a city could win you an experience you couldn't get anywhere else?
I developed a social-powered competition that invited Mastercard cardholders to create Priceless Cities posts and compete through the engagement they generated. Campaign-specific hashtags and other tracking elements helped measure likes, comments and reactions, determining the monthly winners.
To fuel that excitement, an interactive virtual flyover let participants explore New York, Miami, Chicago and Los Angeles, discovering the attractions, neighborhoods, restaurants and local culture that made each city worth experiencing.
Each month brought exclusive Mastercard prizes, while finalists and the overall winner earned trips to the city of their choice. By combining interactive discovery, social participation and exclusive rewards, the campaign gave cardholders a reason to explore new destinations, share their enthusiasm and engage more deeply with Priceless Cities.
The Results
- Increased U.S. brand awareness by 18%
- Increased conversion and sales by 10%
- Reduced cost per action (CPA) by 9%
- Drove high levels of participation through social sharing and engagement
The Impact
Mastercard Priceless Cities transformed the appeal of discovering a new destination into an experience people could actively enjoy. By combining virtual exploration, social competition and exclusive rewards, the campaign gave cardholders a more engaging way to connect with Mastercard and brought the promise of Priceless Cities to life.