MasterCard has today announced the launch of a Something for the Fans competition to support its 14th year of partnership with The BRIT Awards, offering cardholders the chance to win a Priceless Duet in a TV advert with BRITs artists including JLS, Emeli Sande and Labrinth.
The campaign breaks online and through MasterCard’s and artists’ social media channels on 10th January 2012, with targeted placement of artist content on key digital sites. It will include advertising through TV, print, digital and social channels, created by McCann.
Shaun Springer, head of brand and sponsorship at MasterCard UK & Ireland, said: “Priceless Duets gives music fans the opportunity to meet and perform with top British music talent, plus have it aired on national TV, which we believe is truly priceless.
“Social media engagement will be an important channel for this campaign and we will be maximising both our own channels and those of participating artists and their fans to engage and excite consumers around the competition and really give something back to the fans.’’
The winning Priceless Duets will feature in the advertising breaks of The BRIT Awards with MasterCard ceremony, broadcast on ITV1 on 21 February 2012. Large scale proximity advertising will also be on display on the night of the Awards around The O2 Arena.