Mastercard leveraged its partnership with Major League Baseball (MLB) during the 2022 World Series through a multi-phase, integrated ‘Priceless‘ activation programme that included a flagship TV spot starring legendary MLB pitcher CC Sabathia and called ‘This Is Your Game’.
Created by agency McCann, the spot starring the former World Series winner who pitched for the Cleveland Indians, the Milwaukee Brewers and the New York Yankees rolled out across TV and online platforms from 28 October (Game One of the 2022 World Series between the Houston Astros and the Philadelphia Phillies). It focuses on themes of inter-generational connection and family.
The spot, which ran with the tagline ‘When the game belongs to all of us: Priceless’, was backed by social, in-stadium, web content, interview and PR support.
CC Sabathia's baseball journey started at the same time as ours: 25 years ago! Today, we're paying homage to our original Priceless ad with a new ad airing during the World Series.
— Mastercard (@Mastercard) November 1, 2022
Furthermore, the ad celebrated the 25-year anniversary of Mastercard’s award-winning, long-running ‘Priceless’ brand platform which actually began with a World Series commercial in 1997 created by agency McCann-Erickson.
That very first Priceless ad featured a father taking his son to his first baseball game and paying for the tickets, a hot dog and a drink with his MasterCard while they bonded during a right-of-passage style experience described as priceless’ and it closed with the classic tagline “There are some things money can’t buy. For everything else, there’s MasterCard.”
Since then the ‘priceless’ commercial expanded into a brand platform that stretched across more than 200 countries and underpinned the brand’s experience focused marketing strategy through seemingly endless iterations, creative assets and sub-campaigns.
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Another linked phase relating to the 2022 World Series commercial saw the Mastercard Newsroom interview with Sabathia for a Q&A session about the Priceless bonding experience theme and asked him what is significant and sentimental for him about the game and the generational connection.
“I think my family. My family being a baseball family. Back when the first Priceless commercial aired, I was 17 years old. I was starting my baseball journey — I got drafted that season. And now, 25 years later, coming full circle, and four kids later with one starting his baseball journey at Georgia Tech. My wife’s an agent in the game. I’m working for Major League Baseball,” commented Sabathia.
“I played 19 years, but it feels like it was all a dream. It was just icing on the cake being able to play 11 years in New York, winning the championship with the greatest franchise of all time. My baseball story is a fairy tale. And it kind of played out through the last 25 years of watching the first commercial until me being in this commercial this summer. In this commercial, me walking down the street watching kids play baseball — it’s something that I did as a kid, you know, literally playing baseball all day during the summer out in the middle of the street. It’s a story that’s true to me.”
Other 2022 World Series Mastercard activation strands included #StandUpForCancer and Uber collaborations and work with ambassador and former MLB icon David Ortiz, plus a set of experiences and contests (including a participatory, social competition to win tickets to the next MLB All-Star Game)
Want to hang with @davidortiz? Hurry & use your Mastercard & code PRICELESS22 to request a ride with @uber to enter for a chance to win a trip to the 2022 MLB World Series presented by Capital One!
No Purch. Nec. Mastercard cardholders, U.S. res 18+ before 9/1/22. Ends 9/30/22.
— Mastercard (@Mastercard) September 28, 2022
I teamed up with @Mastercard and @uber to give you a chance to enter to win a trip to the 2022 MLB World Series presented by Capital One and hang with me! No Purch. Nec. Mastercard cardholders, U.S. res 18+ before 9/1/22. Ends 9/30/22. Rules: https://t.co/p5fcCK1GCw pic.twitter.com/iAnRIyYYzx
— David Ortiz (@davidortiz) September 6, 2022
Standing together for a great cause: Priceless. #WorldSeries #StandUpToCancer pic.twitter.com/ADEv626M2A
— Mastercard (@Mastercard) November 3, 2022
Everyone stands for someone. Let’s all @SU2C together. #StandUpToCancer pic.twitter.com/4ukpxQ6KUx
— MLB (@MLB) November 3, 2022
Thanks to all who used their Mastercard this year to order online or tap in-store at grocery stores and restaurants. With your help, we donated $5,000,000 to @SU2C. We're honored to present it to them during the #WorldSeries. Standing together for a great cause: #Priceless. pic.twitter.com/feHTX3PDBK
— Mastercard (@Mastercard) November 3, 2022
It’s almost time for another unforgettable Placard Moment. Tune in TONIGHT at 8 PM ET/5 PM PT on @FOXTV during Game 4 of the @MLB #WorldSeries as we all #StandUpToCancer! ⚾
Honor a loved one with a donation at https://t.co/83bVyZdgFr. pic.twitter.com/Or7XcmIN67
— Stand Up To Cancer (@SU2C) November 2, 2022
After using their Mastercard in the Uber app, these fans found out
they won a trip to the @MLB World Series presented by Capital One! We had a great time hanging out too. A #Priceless experience from @Mastercard and @Uber.#MastercardAmbassador. ⚾ pic.twitter.com/nYE3I7UibW— David Ortiz (@davidortiz) November 1, 2022
Baseball is better together. Share a story about the people who make the game Priceless with #PricelessToMe and #contest and you could win a trip to the 2023 @mlb All-Star Game.
No Purch Nec. Mastercard cardholder, U.S. res, 18+ prior to time/date of entry.
— Mastercard (@Mastercard) October 14, 2022
Want a chance to win a trip to the 2023 @mlb All-Star Game? Share a story about the people who make your game experience Priceless with #PricelessToMe and #contest.
No Purch Nec. Mastercard cardholder, US res, 18+ prior to time/date of entry.
— Mastercard (@Mastercard) October 20, 2022
What makes ⚾️ special is who we share it with. Share a story about who makes your game experience Priceless w/ #PricelessToMe + #Contest & you could win a 2023 @mlb All-Star Game trip. No Purch Nec. Mastercard cardholder, US res, 18+ prior to time/date of entry.
— Mastercard (@Mastercard) October 12, 2022
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