The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 10th Annual Shorty Awards

40 Days of Masterpass

Entered in Financial Services, GIFs, Humor


The 2017 holiday season was coming up and Daddy's Home 2 was about to hit theaters. With the prequel scoring 33% on Rotten Tomatoes, the reboot was sure to be a success. But what about Masterpass?

Online holiday shopping had increased by 14% and Mastercard had just the product to meet the growing trend.

Masterpass. Masterpass is a digital wallet that lets you checkout online with the click of a button. Masterpass is safe and Masterpass is easy and Masterpass is everything sliced bread never surmounted to be.

The problem? Not very many people knew about Masterpass.

Our goal was to increase national awareness of Masterpass by 1% over the holiday season.

Strategy and Execution

People go on social to consume content. Instead of serving them blatant ads that disrupt their feeds, we decided to take the content they were already searching for and consuming and integrate Masterpass into it.

Screaming goats were trending? We served "ads" of goats screaming "Masterpass!" People were searching for workout routines to cut those Thanksgivings gains? We served 80's themed aerobic videos showing people they can exercise by tapping that Masterpass button. Whatever it was, we grabbed it, twisted it, and turned it into a funny Masterpass ad.

We did this across dozens of verticals: sports, animals, memes, dining, gifts, fashion, shopping, motivation & inspiration, cooking, entertainment, fitness… the list goes until pretty much right there. We got Masterpass out into people's feeds in as many ways as possible.

We even made ugly Masterpass holiday sweaters and shared them with pro athletes and influencers.

We served brand new content based on what people were talking about or searching every single day. For 40 days.


People loved our content.

We served and earned over 264 million impressions with an engagement rate of over 30%.

Most importantly, Daddy's Home 2 went on to score a 19% on Rotten Tomatoes and national awareness of Masterpass increased by 7%. That's 4.2X of Daddy's Home 2's length in hours and 7x our benchmark!


Video for 40 Days of Masterpass

Entrant Company / Organization Name

McCann New York, Mastercard

Entry Credits