BRINGING THE BEST OF SXSW TO MASTERCARD'S KEY MARKETS
Our brief was to create awareness and build preference for Google Wallet, which launched exclusively with MasterCard’s PayPass platform; to motivate consumers and to position MasterCard as an innovative leader in mobile payment.
Connecting the target customers' love of music, the Tap 'n' Go functionality of PayPass, and campaign timing led us 'Tap Into' SXSW and share the best of one of the most celebrated music festivals with our readers, all presented by MasterCard PayPass.
The program included the creation of a pop up site which featured dozens of exclusive stories and videos from SXSW which ran as sponsored content on partner sites and was supported by an extensive custom rich media campaign.
The highlight of the program was 'Tap Into SXSW Live' which brought the SubPop records showcase to the world through a live stream on the pop up site, and to more than 1,500 readers/MasterCard cardholders at simultaneous parties in five cities, each tailored to their specific audience. Yes, we threw five sold out parties exclusively for MasterCard cardholders, at the same time, in five different cities, where we screened the showcase live. Favorite food trucks, premier venues, DJs, photo booths and more brought local flavor to each event.
MasterCard cardholders were invited to the events, and those with PayPass and Google Wallet were treated as VIPs by tapping their cards to gain priority access, unlock off-menu specials from food trucks and enjoy a signature drink created by celebrated mixologist Jim Meehan.
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