MasterCard was at Cannes Lions in full force this year as it helped attendees from across the globe discover the best local experiences in the city with its launch of “Priceless Cannes.”
Priceless Cannes, an extension of MasterCard’s “Priceless Cities” program, was developed in partnership with ad agency R/GA. The campaign allowed attendees to share the priceless moments they discovered during their festival experience by posting on Instagram and Twitter using the #PricelessCannes hashtag. Their posts were then used to create the PricelessCannes.com online guide and some participants were even lucky enough to win exclusive VIP experiences.
Carlos Fonseca, senior vice president/group head strategy, planning, and analytics, worldwide marketing at MasterCard, talks to ClickZ about Priceless Cities. He also discusses some of the challenges that the credit card brand faces in marketing to a globally diverse audience.