Mastercard - 59th Annual Grammy Awards

The Wanted

Challenge: Drive awareness and usage of Masterpass, Mastercard's digital payment solution, and deliver significant earned media impressions through an impactful GRAMMYs and music-themed experiential activation.

Catalyst: Mastercard wanted to give back to music fans and reward Masterpass users in Los Angeles with special access to music and events during GRAMMYs week. Aligned under the #ThankTheFans theme, the onsite campaign fully integrated within a national digital promotion that celebrated fans through exclusive rewards available only to Masterpass users.

How We Pressed Play: As part of the fully integrated #ThankTheFans campaign that spanned paid digital and social media, consumer promotions, and a 200+ person B2B hosting program, Mastercard took over the former Tower Records location on Sunset Blvd for 3 days and 4 nights of music experiences, including:

  • Nightly performances by 10 top artists, including GRAMMYs nominees, such as Kaskade, Charli XCX, Anderson Paak, Brandi Clark, Louie Vega, Sofi Tukker, and others
  • Pop-up vinyl record shop in partnership with Vinyl Me Please
  • Onsite recording studio and custom vinyl press where fans could record their own songs and get their own 7" vinyl record pressed while they waited
  • Gibson Guitar station with a full range of instruments for card holders to experience Daily DJ lessons by Scratch Academy

Results

  • Over 250M earned media impressions during GRAMMYs week
  • 5,000+ attendees in the Masterpass #ThankTheFans House
  • Sold out of vinyl records curated for the Masterpass #TTF House

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