MasterCard’s ‘Rock The Red Carpet’ campaign leveraged its Grammy’s rights across multiple platforms with a primary focus on linking its LA on-the-ground bus-based makeover and surprises tour, to its digital and social channels and a programme of branded music events.
The campaign actually began in November 2015 during the holiday season with a Grammys competition incentivising cardholders to insert rather than swipe their cards when making purchases during the holiday season by offering a chance to win a trip to the 2016 Grammys in LA on 15 February.
Then the core activation of ‘Rock The Red Carpet’ ran in the form of a week-long celebration leading up to the ceremony itself.
MasterCard’s LA-based celebration programme saw the payments giant give cardholders access to experience a celebrity-style makeover and then strut their stuff on the (brand’s own) red carpet – as well as an opportunity to scoop tickets to one of the brand’s exclusive concerts or events during the week before the music awards show.
The MasterCard Rock the Red Carpet Truck,
Bring your MasterCard and help us Rock the Red Carpet in downtown Burbank today until 5pm. #PricelessSurprises pic.twitter.com/VjsbDL7Avd
— MasterCard (@MasterCard) February 8, 2016
a mobile red carpet experience where cardholders can go from their everyday look to red carpet ready, will also make rounds in the Los Angeles area in the week leading up to the GRAMMY Awards.
Cardholders are going from fabulous to glamorous and Rocking the Red Carpet with us at Calabasas Commons. pic.twitter.com/GPNNzzGYPx
— MasterCard (@MasterCard) February 11, 2016
There’s no shortage of highlights from cardholders as they help us Rock the Red Carpet. #PricelessSurpriseshttps://t.co/SwcyHthsHd
— MasterCard (@MasterCard) February 11, 2016
Cardholders are looking great and feeling even better as they strike a pose inside our Glam Cam. #PricelessSurprises pic.twitter.com/Ur2ZyzCSuZ
— MasterCard (@MasterCard) February 10, 2016
At the truck, consumers will get glammed up and styled in black-tie attire before having the chance to show they can rock the red carpet.
Another day of #PricelessSurprises in the books! Join us to Rock the Red Carpet 2/11 at The Brig in Venice, 12-5pm. pic.twitter.com/HHhja5mCYX
— MasterCard (@MasterCard) February 11, 2016
And one of the Priceless Surprises includes Grammys tickets themselves.
Plus MasterCard ran Grammys Makeover media partnerships with broadcasters such as The Real Daytime TV Show.
Cardholders following @MasterCard on Twitter and Instagram could find out where the truck was each day and also had a chance of getting a Priceless Surprise for participating in the week-long music event programme.
This pre-ceremony, branded event series was led by a series of concerts and special events that offer cardholder music fans access to the kind of experiences usually open only to music industry insiders and stars.
The week includes a line-up of concerts and events featuring some of today’s most popular artists and produced in partnership with Billboard.
MasterCard kicks off the week with an impressive line-up of shows for its cardholders that includes Jess Glyne at the Sayers Club on 9 February,
So much fun last night at our @MasterCard + Billboard @JessGlynne concert! https://t.co/fSKKz0WaET pic.twitter.com/UMYyg2sPtZ
— billboard (@billboard) February 10, 2016
DJ duo The Chainsmokers and R&B singer/songwriter,
Cardholders were blown away by @thechainsmokers' set at @createnightclub, presented by MasterCard & @Billboard. pic.twitter.com/yWEVo7hvwn
— MasterCard (@MasterCard) February 11, 2016
GRAMMY winner Miguel live at Create on 10 February
A Priceless performance! @Miguel brought his A-game for cardholders tonight, presented by MasterCard and @Billboard. pic.twitter.com/cPFMoZaxAZ
— MasterCard (@MasterCard) February 11, 2016
and both Citi and MasterCard present DJ Kygo at Create on 11 February.
This cardholder Rocked the Red Carpet with us today at @CapitolRecords. Now he's leaving with #PricelessSurprises! pic.twitter.com/35GF6At8kc
— MasterCard (@MasterCard) February 10, 2016
Later on in the week, MasterCard teamed up with Westwood One to bring a performance by DNCE to its cardholders as well as an exclusive cocktail reception at Capitol Records Studios, it hosted a Rooftop Live Party at Perch with special performance by DNCE, as well as a Westwood One Backstage Experience at the Staples Center on 12/13 February, plus a Cocktail Reception at Capitol Record Studios with special guests songwriter and GRAMMY winner Diane Warren and YouTube star and Universal recording artist Troye Sivan on 14 September.
Other experiences MasterCard will provide its cardholders exclusive access to include: MasterCard Presents Jamie xx and GRAMMY winning producer/singer/DJ Mark Ronson’s Pre-Grammy House Party;
These cardholders upgraded their day by Rocking the Red Carpet and leaving with #PricelessSurprises! pic.twitter.com/MdUX4nE5VN
— MasterCard (@MasterCard) February 10, 2016
Clive Davis Pre-GRAMMY Gala, an exclusive gathering of the biggest names in music; The 58th Annual GRAMMY Awards; and GQ After Party during GRAMMY Weekend
For additional details and to purchase branded event tickets, cardholders could also visit the activation digital hub at www.priceless.com/music and the brand is also running activity across its social channels too.
We’re in LA with celebrities, red carpet experiences and cardholder surprises. Follow along! https://t.co/s3iCKGOmem pic.twitter.com/J3D8SoWjtN
— MasterCard (@MasterCard) February 8, 2016
>
The Recording Academy’s 58th Annual GRAMMY Awards itself takes place on 15 February at the Staples Center in Los Angeles and is being broadcast live on CBS.
‘We know that music is a passion for people everywhere,’ explains MasterCard CMO Raja Rajamannar.
‘With that in mind, we decided to leverage our long-time partnership with The Recording Academy and celebrate music as a passion. This year, we are providing our cardholders exclusive, insider access to GRAMMY winning artists and experiences leading up to Music’s Biggest Night.’
Comment
This is the first time that MasterCard has focused its Grammys activation around a week-long celebration of music for its cardholders – before its on-the-evening leverage plan for the US music’s industry’s biggest night in the form of the 58th Annual GRAMMY Awards.
This approach certainly dovetails neatly with MasterCard’s ongoing global experience led ‘Priceless’ marketing and rewards programme.
The 2016 leverage approach builds on last year’s campaign which was spearheaded by a chauffeur experience, a music superstar makeover, an exclusive Gwen Stefani concert and VIP tickets to the GRAMMYs themselves (see case study).
MasterCard Priceless Music Website:
MasterCard Website:
MasterCard YouTube:
https://www.youtube.com/user/MasterCard
MasterCard Twitter:
@MasterCard
MasterCard Instagram:
https://www.instagram.com/mastercard/
The Grammys Website:
The Grammys Twitter:
@TheGRAMMYs
