Feb 04

MasterCard CMO: How We Keep ‘Priceless’ Fresh After 17 Years

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It’s not easy keeping a campaign fresh for 17 years.

For MasterCard’s “Priceless,” evolving the hardworking motif has taken strategic adjustments and creative additions.

Evidence “Priceless Surprises,” a push launched during the Grammy Awards that promises lucky customers one-of-a-kind surprises. The first TV spots featured Justin Timberlake visiting the home of an unsuspecting female fan. MasterCard said the hashtag #PricelessSurprises rose to the No. 5 trending topic on Twitter during the show and by the following day garnered 69,000 social-media mentions.

Continue reading at AdAge.com

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