PRICELESS PICKS by McCann New York for Mastercard

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PRICELESS PICKS

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Industry Banking, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency McCann New York
Art Director Robbie Wenger
Copywriter Kelly Mccormick
Producer Jonathan Doyle, Kat Kim
Released July 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MASTERCARD
Product/Service: MASTERCARD
Agency: McCANN ERICKSON NEW YORK
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: McCANN ERICKSON NEW YORK, USA
Chief Creative Officer: Joyce King Thomas (McCann Erickson)
Senior Vice President/Group Creative Director: Matt O'Rourke (McCann Erickson)
Senior Vice President/Group Creative Director: Alessandra Lariu (McCann Erickson)
Vice President/Associate Creative Director/Art Director: Qian Qian (McCann Erickson)
Art Director: Robbie Wenger (McCann Erickson)
Copywriter: Kelly McCormick (McCann Erickson)
Vice President/Executive Producer: Catherine Patterson (McCann Erickson)
Producer: Kat Kim (McCann Erickson)
Producer: Jonathan Doyle (McCann Erickson)
Senior Vice President/Leadership Group Director: ToniAnn Bonade (McCann Erickson)
Vice President/Director of Software Development: Craig Richards (MRM)
Graphic Designer: Paul Recalde (Split)
Technical Lead: Bruce LeSourd (Ubermind)
Interactive Project Manager: Achim Bassler (Ubermind)
Interactive Engineer: Scott McKie (Ubermind)
Intertactive Engineer: James Lawton (Ubermind)
Interactive Engineer: Dan Posluns (Ubermind)
Interactive QA Lead: Uriah McKinney (Ubermind)
Application Development: (Ubermind)
Media placement: Mobile Application - iPhone - July 2009
Media placement: Website - Online - July 2009
Media placement: TV Spot - Cable Networks - July 2009

Results and Effectiveness
The app currently has more than 250,000 Priceless Picks, with thousands more added by our users on a daily basis. The app generated a ton of positive online buzz in blogs and on Twitter. But most impressively, in less than 5 months, the app has been downloaded more than 120,000 times - enough to earn Priceless Picks a spot in the Top 10 Lifestyle apps in the iTunes store and thousands of phones around the country.

Creative Execution
So we started with an app. Our solution was not a TV ad, not a banner ad, but an app. An app that uses GPS to figure out right where you’re standing and pull up notes called “Priceless Picks” about all the best stuff around you left behind by others, all on a totally exclusive 3D version of Google maps. We realised the best place to advertise an iPhone app is inside the iPhone itself, so we ran a series of successful ads within other apps. These interactive, shakeable banners demo-ed the app’s functionality, and drove direct to download right from the phone. We also supported with a national TV campaign and web banners that displayed geo-targeted Priceless Picks relevant to the content the viewer was browsing.

Insights, Strategy & the Idea
For more than 12 years, MasterCard’s done a great job of telling people about all the priceless things the world is full of. But with the advent of the iPhone, we saw an opportunity to put the priceless things right in people’s hands. We created a tool for all lovers of life, to enable them to share their favourite things and experience the ones other people have found and loved.