[March 04, 2015] |
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Happy Birthday Priceless Surprises!
(Mobile Media Summit) - Over the past 12 months, unsuspecting MasterCard (News - Alert)
cardholders from around the world laughed, cried and smiled as Priceless
Surprises made their day. Priceless
Surprises, the company's new marketing platform to surprise and
delight consumers, has become a global hit with more than 25 countries
from every major region around the world launching it successfully;
nearly 200 activations complete across key consumer passion areas like
sports, music, fashion and shopping; and hundreds of thousands of
surprises delivered to MasterCard cardholders to date, MasterCard
announced today. Priceless Surprises is among the highest social media
engagement generating initiatives live today, beating U.S. Twitter (News - Alert)
benchmarks within financial services and Facebook benchmarks across
consumer industries. When compared against other MasterCard programs,
Priceless Surprises engagement rate is three times higher.
Since its debut at The GRAMMYs in 2014 with Justin Timberlake, music
artists like Gwen Stefani, Pharrell Williams, and Usher; sports stars
from hockey, baseball, soccer, rugby, and golf like Doug Gilmour ,
George Brett, Victor Ikpeba, Martin Johnson and Tom Watson - to name a
few - have all delivered Priceless Surprises. Surprises have happened in
unexpected places like at
30,000 feet in the air, at the top
of the London Eye, and even the most unsuspecting local restaurants
and classrooms.
"Marketers have always strived for ways to surprise and delight
consumers, however, not until Priceless Surprises was launched, has a
global brand cracked the code in making it the essence of an entire
marketing platform - we've taken the concept and truly made it a
year-round phenomenon," said Raja Rajamannar, Chief Marketing Officer,
MasterCard. "Within the first few weeks of the initial launch in the
U.S., the program quickly resonated around the world, proving it to be a
natural and welcomed extension of the Priceless campaign."
The concept is simple, just by using their MasterCard, cardholders can
get surprised in big and small ways. From digital song downloads, to
instant seat upgrades at events, to meeting world class entertainers and
athletes, and so much more. Priceless Surprises has been integrated into
many of MasterCard's sponsorships including The GRAMMYs, The BRIT
Awards, UEFA Champions League, Major League Baseball, PGA TOUR, and
Rugby World Cup.
What's Next
Looking ahead, MasterCard is working with Kiip
to power a soon-to-be-launched Priceless Surprises App and Mobile
Software Developer Kit (SDK). The mobile delivery platform will
communicate with cardholders about Surprises events and opportunities
through the use of mobile-push notifications along with relevant in-app
activities that are representative of real-world, real-time Priceless
moments.
"Kiip has connected with millions of consumers already through
moment-based rewards," said Brian Wong, Kiip CEO. "We're excited to now
partner with MasterCard for our Platform launch. MasterCard is the
perfect partner to white-label our loyalty program and reach millions of
additional consumers around the world. Together, we'll define the next
generation of consumer engagement and loyalty."
Over the coming weeks MasterCard will launch the standalone app and will
seek to integrate with some of its largest sponsorship partners around
the world. "Through one surprise at a time, we aim to deliver Priceless
Surprises at scale in a contextually relevant and real-time manner.
We've pushed a lot of boundaries to date, but it's the insights and
mobile technologies available today that will get us closer to our goal
of enabling delightful experiences for MasterCard cardholders,"
Rajamannar concluded.
Find a complete list of MasterCard's news announcements from Mobile
World Congress in our Digital
Press Kit and follow us @MasterCardNews #WhatsNext to join
the conversation.
About MasterCard
MasterCard has been consistently ranked among the top global brands by
Interbrand. Launched in 1997, the award-winning Priceless advertising
and marketing campaign has run in 53 languages in 112 countries
worldwide. The ongoing success of Priceless is testament to the brand's
ability to evolve with today's connected-consumer - driving greater
engagement in addition to awareness, while not losing its rich heritage.
Rooted in an emotional connection to things that truly matter, Priceless
today is guided by its brand positioning to 'connecting people to
Priceless possibilities,' and has been extended to included Priceless
Surprises, Priceless Cities and Priceless Causes.
MasterCard (NYSE: MA), www.mastercard.com is
a technology company in the global payments industry. We operate the
world's fastest payments processing network, connecting consumers,
financial institutions, merchants, governments and businesses in more
than 210 countries and territories. MasterCard's products and solutions
make everyday commerce activities - such as shopping, traveling, running
a business and managing finances - easier, more secure and more
efficient for everyone. Follow us on Twitter: @MasterCardNews,
join the discussion on the Beyond
the Transaction Blog and subscribe for
the latest news on the Engagement
Bureau.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150304005133/en/
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