MasterCard / Grammy Phone
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Credit card brand gamifies the Grammys to promote mobile payments platform
To raise awareness of its Masterpass payments platform – a digital wallet that stores credit, debit, pre-paid and loyalty cards – Mastercard is offering users exclusive deals.
The global credit card brand ran the #ThankTheFans campaign during the Grammys. Whenever an artist won an award, a new special offer popped up in the Masterpass app, and anyone registered had the chance to purchase it for $1.
The special offers range from movie tickets to a trip to next year’s Grammys. And, if any of the winners thank their fans during their acceptance speech, extra items were unlocked.
In the run up to the awards show, Mastercard opened the Masterpass #ThankTheFans House in Hollywood. Visitors to the popup could play with turntables, try out Gibson guitars and – if they’re a Mastercard holder – attend performances by Grammy winners and nominees.
Those with the Masterpass app are also able to purchase rare vinyl records for $10, and all proceeds will be donated to the charity MusiCares.
Contagious Insight /
Easy entrance / With Apple Pay, PayPal and contactless cards all providing increasingly convenient ways to buy online and off, the payments space is more crowded than ever. Asking consumers to change the way they pay, a highly ingrained behaviour, is difficult enough without the competition, but this campaign gives Mastercard a way to convince customers to sign up to its Masterpass system.
The special offers gamify the system, so are a good incentive for users to take the time to fill in their details and add at least one card to their digital wallet. And, if they buy one of the special offers, they will – presumably – get a demonstration of how the transaction process works. Mastercard will then have to bank on the fact that the level of convenience and security Masterpass offers will motivate them to keep using it.
And, from the Grammys’ point of view (Mastercard is a sponsor), this campaign could also result in a viewings boost.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.