Background/Overview:
The 2018 GRAMMY Awards were the perfect opportunity for Mastercard to introduce the new Start Something Priceless campaign and build brand awareness of Masterpass. Over the course of 1 week, leading up to the 60th annual telecast, Mastercard put on intimate & exclusive concerts with A-List musicians, including SZA, St. Lucia, Dua Lipa & Portugal the Man, exclusive only to cardholders.
These pop-up performances, and the on-going #MasterpassHouse activation, gave cardholders and those who signed up/used Masterpass access to photo opps with favorite artists and other Priceless music experiences. Mastercard developed & published content across owned channels. The campaign was amplified via Billboard, Buzzfeed & Spotify partnerships, which included social content promoting the exclusive experiences.
Tastemakers & influencers in the music and lifestyle scene attended the concerts, posting sponsored content across Instagram & Snapchat.
Function/Role:
Social Strategy Development, Event Amplification, Content Development, Paid Media & Analytics Development, Influencer Management