MasterCard

Debit MasterCard Priceless Music - Drag 'n' Tag

Priceless Music provides priceless music experiences for Debit MasterCard holders targeted at Gen Y. While there was always great excitement pre-event, engagement often dropped off afterwards.

The Good Charlotte gig gave us the perfect opportunity to give our fans reason to visit the site post-event and amplify Priceless Music beyond our 11,000 fans. We all know people are vain, especially Gen Y! So we decided to engage them via a huge group photo taken at the gig. After it was posted on Facebook, they could tag themselves and share it with their friends.

So we took a gigapixel, 180-degree photo with a high resolution so people could recognise their own face. Overall, we had 218 fans tag themselves; a response rate of 21.8%. Plus, every time someone tagged themselves it was posted on their wall, thus fulfilling the objective of amplifying the brand and the gig beyond its current fans and database.