Verlinda Cher-Aime Darlene King Holly Lanier Andrea Romero - PowerPoint PPT Presentation

Verlinda Cher-Aime Darlene King Holly Lanier Andrea Romero

Overall Purpose + Campaign Objectives • PURPOSE: This campaign encourages consumers to use their MasterCard debit and credit cards in exchange for incentives (“grand prizes”) • This marks an evolution in the brand’s long -time positioning of noting that while many things have a price, the experiences they create are “priceless” • CAMPAIGN OBJECTIVE(S): This campaign is designed to maintain the loyalty of its current consumer base by “ driving forward innovations and advancements in payments that help to drive a more meaningful consumer experience and enhance the safety, security and convenience of every transaction.” [Sarah Ely, Mastercard Newsroom]

Strategy/Tactics • STRATEGY: • This campaign connects the public to the product via “priceless surprises” – December’s Target incident negatively impacted the public’s view of credit cards as a reliable method of payment. This campaign will encourage consumers to keep using their credit cards. • TACTICS – Social media (YouTube & Twitter) reaches a large and diverse audience. People who use the #pricelesssurprises hashtag on their photos, videos and more are entered into a “lottery” for a face -to- face meeting with JT, which is filmed and posted to YouTube. – TV ads during the Grammys reach JT fans – Mastercard holders can receive discounts to JT concerts and after- parties when they purchase tickets with their MasterCards

Relevant Media • Priceless Surprises website • Twitter hashtag • TV Spot #1 – TV Spot #2

Evaluation Measures • MOST ACCURATE – Can track number of hits on Youtube videos and the number of tweets w/#pricelesssurprises hashtag on Twitter – Track media impressions in newspapers (online & print) – Systematic tracking (track media placements and consumer response via computer programs, ref. p 131 “Thinking Public Relations”) – How many MasterCard holders purchased discounted tickets to JT events? • OTHER METHODS – How many people renewed or requested a new MasterCard while the campaign was running?  host focus groups with new MasterCard holders to find out what influenced their decision to get a MasterCard. – What is the public’s overall view of MasterCard as a company/provider before and after the campaign?  issue surveys (online or mail)

USF Surprises • Now we’re going to host a much, much smaller version of the MasterCard contest! (same principles, no Justin Timberlake or budget to speak of) – If you have a Twitter, log on now and tweet a brief (and appropriate) description of one fun thing you did this weekend. Use the hashtag “# usfsurprises ” – The first three people to post something with this hashtag will win a piece of candy.

Twitter Follow-up • What did you think of the contest? • Do you think that contests like this are a good PR strategy? • Do you think Justin Timberlake was the right celebrity representative for this campaign? If not, who would you have chosen and why?