MASTERCARD FOOD TRUCK FEAST by R/GA New York for Mastercard

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MASTERCARD FOOD TRUCK FEAST

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Industry Credit Cards
Media Print, Magazine & Newspaper
Market United States
Agency R/GA New York
Associate Creative Director Paul Dery, Ben Scandrick Smith
Designer Heather Rosen
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: MASTERCARD
Product/Service: MASTERCARD PRICELESS CITIES
Agency: R/GA
Senior Designer: Adam Jesberger (R/GA)
Senior Producer: Alexandra Leite (R/GA)
Associate Producer: Andrew Schlanger (R/GA)
Associate Creative Director: Ben Smith (R/GA)
Group Production Director: Brian Schultz (R/GA)
Account Service: Chad Wilson (R/GA)
Senior Producer: Christa Imbriale (R/GA)
Senior Print Producer: Erica Jensen (R/GA)
Executive Producer: Gabe Banner (R/GA)
Designer: Heather Rosen (R/GA)
Associate Producer: Michael Hernandez (R/GA)
Associate Creative Director: Paul Dery (R/GA)
Media placement: Experiential Event - Food Trucks - New York City - 6 October 2011
Media placement: Experiential Event - Food Trucks - New York City - 13 October 2011
Media placement: Experiential Event - Food Trucks - New York City - 20 October 2011
Media placement: Experiential Event - Food Trucks - New York City - 27 October 2011

Describe the objective of the promotion.
MasterCard asked us to create a campaign that introduced their Priceless Cities platform to New York City. Our strategy was to use the very streets of New York to promote the platform, with help from the best food trucks the city has to offer.

Describe how the promotion developed from concept to implementation.
We reserved 40 of the best food trucks and once a week, for a month, we treated New Yorkers to a free lunch. All they had to do was “like” the Priceless Cities Facebook page or tweet it. Immediately, word spread and New Yorkers were enjoying some of the best food in the city. The foodie community and participating trucks got the word out by tweeting about the campaign too.

Explain why the method of promotion was most relevant to the product or service.
Food Truck Feast introduced Priceless New York using the very streets of New York, and the best seats in the house. What better way to showcase the city than by using the city itself?

Describe the success of the promotion with both client and consumer including some quantifiable results.
6.2 million people reached, 3,500 leads for Priceless New York, 20,000 New Yorkers treated to lunch? Priceless.