MasterCard Contest Helps Launch ‘Priceless’ Site
It may not get you in the Screenwriters Federation, but at least one clever writer will get his script on air thanks to a new contest from MasterCard that launched during last night’s Academy Awards broadcast.
Two 30-second spots aired last night that invited wordsmiths to fill in the blanks for scenarios in MasterCard’s ongoing “Priceless” campaign. The contest and new commercials are timed to build awareness for the company’s new “lifestyle and entertainment” site, Priceless.com.
Entitled “Sailboat” and “Typewriter,” the two spots follow the customary Priceless format, complete with purchase and price point lines, however in these executions the purchase points are left blank. Through May 28, visitors to the Priceless.com site may use their own words to complete the spot, then submit them for possible airing in the second half of the year.
Entries will be judged by executives from MasterCard and lead agency McCann Erickson, New York City. Beyond the fame of getting their words on air, MasterCard will be announcing additional prizing on priceless.com.
“The Priceless campaign has truly become part of the lexicon of our culture,” said Amy Fuller, group executive, Americas marketing, MasterCard International. “Over the years, consumers have demonstrated a sincere connection with the campaign by routinely sending personal priceless moments to us without solicitation in the form of improvised commercials. This initiative allows us to actively engage those at Priceless.com in an effective and interactive way.”
MasterCard is touting Priceless.com as a source for information on subjects from fashion and technology to home decorating and travel. A Promotions channel within the site highlights “upscale promotional offers” and promises to provide “context around each of the specials to give readers an insight into the quality experiences available with each offer.” McCann Erickson sister company, MRM Worldwide, created the Priceless.com Web site.
“Today’s discerning consumer is seeking the latest information and access to the things that matter most to them and Priceless.com will deliver that in a compelling way, with an engaging voice,” Fuller said.
