MY PRICELESS GIG by McCann London for Mastercard

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MY PRICELESS GIG

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Industry Credit Cards
Media Promo & PR, Case study
Market United Kingdom
Agency McCann London
Director Matt Kirkby, James Copeman
Executive Creative Director Brian Fraser, Simon Learman
Producer Garfield Kempton
Released January 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: MASTERCARD
Product/Service: BRIT AWARDS SPONSORSHIP
Agency: McCANN ERICKSON LONDON
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM
Entry URL: http://www.pricelessgig.co.uk
Executive Creative Director: Brian Fraser (McCann Erickson London)
Executive Creative Director: Simon Learman (McCann Erickson London)
Creative Director/Art Director: Matt Crabtree (McCann Erickson London)
Creative Director/Copywriter: Simon Hepton (McCann Erickson London)
Agency Producer: Jeri Low (McCann Erickson London)
Producer: Garfield Kempton
Director: Matt Kirkby
Director: James Copeman
Media placement: TV Campaign - 20 Spots - ITV - 18 January 2010
Media placement: Online Banners - www.pricelessgig.co.uk - 4 January 2010
Media placement: Website - www.pricelessgig.co.uk - 9 December 2009
Media placement: Downloadable Version Of The Gig - www.pricelessgig.co.uk - 17 February 2010
Media placement: Downloadable Poster - www.pricelessgig.co.uk - 4 January 2010

Results and Effectiveness
With no paid for “push” from MasterCard the story was picked up by ITV news, 6 national newspapers, 72 online sites, radio stations and hundreds of blog sites. Nearly £500k of PR media value was generated. The idea started to spread further than the music community, putting MasterCard right at the heart of the buzz of The BRITs, and was viewed more than 374.6m million times globally in 121 countries. As a sponsorship extension, it was so much more than an awareness numbers game. We set out to create unique piece of branded entertainment that would resonate, engage and surprise UK music lovers.

Creative Execution
We launched the competition at mypricelessgig.co.uk. Banners and MPUs directed traffic to the competition site and entrants were asked to tell us why they deserved to have a BRITs winner in their living room. Entrants qualified by downloading a competition poster and displaying it in their living room window. They were also asked to complete a BRITs quiz to gain additional entries and were encouraged to share their scores via social networking. Idents, featuring a roadie setting up a gig in someone’s living room, ran on TV and online to further create awareness of the competition. The idents aired on the night of the live BRITs show captured our chosen artists, the Pet Shop Boys’ performance in the fan’s living room, full of chart-topping songs, cosy chats and the odd shriek of disbelief. The full gig, and behind the scenes footage was also posted on mypricelessgig.co.uk.

Insights, Strategy & the Idea
MasterCard came to us with the objective of leveraging their sponsorship of The BRIT Awards bigger and better than ever. To achieve this we needed to go beyond the typical bolt-on association that so many brands have been guilty of in the past. Our insight was that to see their heroes, fans always had to go to them, never the other way round. So we turned this on its head by offering one lucky fan the chance to have a past BRIT Award winner come to them, and perform a gig in the their living room. Our broadcast media was in large part dictated by the sponsorship deal. But rather than following convention our idea was to use our broadcast idents in two ways. Before The BRITs we used them to launch the competition and during The BRITs we used them to broadcast our very own living room gig.