Happy Birthday Priceless Surprises!
04 March 2015 - 8:00PM
Business Wire
- Consumers More than Like Priceless
Surprises; 3x’s Higher Social Engagement Rate
- Instant Gratification Goes Mobile with
New App to Deliver What’s Next in Consumer Engagement
(Mobile Media Summit) – Over the past 12 months, unsuspecting
MasterCard 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 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/
MediaMasterCardJennifer
Stalzer, 914-249-5325Jennifer_Stalzer@mastercard.com
MasterCard (NYSE:MA)
Historical Stock Chart
From Apr 2024 to May 2024
MasterCard (NYSE:MA)
Historical Stock Chart
From May 2023 to May 2024