MasterCard Lands A Starring Role in Brand Integration Deal
MasterCard has found a new way to promote its brand—via an ABC Family movie. MasterCard has inked a deal with ABC Family to integrate its product in an original TV movie Relative Chaos that puts a new spin on brand integration.
In Relative Chaos, MasterCard is featured four times via two visible shots of the brand and two verbal mentions. In one instance, characters are playing a board game when someone runs out of money. The character asks if his brother will accept MasterCard as payment. In another example, the family argues over who should pay for dinner at a restaurant. A waitress settles the dispute pulling the winning credit card, a MasterCard, out of the family’s pile of credit cards.
“Consuming media these days is evolving,” MasterCard’s VP-Global Media Michael Lao said. “We’re looking for interesting ways to insert the brand.”
ABC Family also touts MasterCard’s famous “Priceless” campaign by having characters mention it in the film, Lao said. In addition, the film features a character buying a souvenir using a MasterCard.
“It was important for us to make sure this was an organic integration, that it doesn’t look forced or unnatural,” Lao said. “If [viewers] are engaged in the movie, they are not going to zap away from it. This is an entertaining, engaging way for consumers to remember the brand.”
MasterCard is the exclusive presenting sponsor of Relative Chaos. As part of the sponsorship, MasterCard will be integrated in a marketing campaign that includes print ads, TV spots and online media. The effort marks the brand’s first movie integration with ABC Family. GSD&M, Austin, TX, handled.
Relative Chaos follows the Gilberts, a competitive family who get together each year to participate in a family Olympics of sorts, where the winner takes home the coveted family trophy, the Gilbert Cup. One son wants to forgo the annual event, but his new girlfriend vows this year her beau will win the trophy. Relative Chaos, which premiered Monday, will re-air tonight at 8 p.m. ET and Saturday at 6 p.m. ET on ABC Family.
“This type of opportunity showcases the variety of ways we can use our original programming to extend out clients brand message,” said Laura Nathanson, executive VP, advertising sales for ABC Family, in a statement.
Last month, MasterCard launched a two-minute mini-drama on Turner Network Television (TNT) short film, called Late, showing a man driving with a pile full of cash in his car. After receiving specific instructions from a mysterious caller, the panicked driver stops to buy an unmarked briefcase and gas for his car using a MasterCard. The intense briefcase exchange draws a surprise crowd.
The short film, which appeared during TNT programming, is available for download on TNT.tv and MasterCard’s Priceless campaign at Priceless.com. MasterCard’s agency GSD&M, created.
