MasterCard offers an array of exclusive, priceless experiences to cardholders in select cities. In Q4 of 2015, VaynerMedia was tasked with driving visibility of the experiences available within New York City, while increasing awareness of the World MasterCard product specifically.
We all have a close friend or family member we've lost touch with over the years. You didn't do it on purpose, but as you got older, careers, kids, geography… life got in the way. On the rare occasions that you do get together, it's as if zero time has passed. But no matter how much you've accomplished or how high you've climbed in your career, nothing beats catching up with that special person. And if there was a way to be surprised by them during a once-in-a-lifetime experience… that would be Priceless.
VaynerMedia captured this sentiment by bringing out-of-touch friends and family members together for a series of three surprise reunions at exclusive Priceless experiences in New York City, provided only to MasterCard cardholders.
To share these emotional reunion moments at a larger scale and position World MasterCard as the key to unlocking priceless experiences, we published three powerful, emotive videos and shared them across MasterCard's Facebook, Twitter, and Instagram channels. These videos played up how these Priceless experiences made the surprise reunion feel extra special and unforgettable in a way that only MasterCard can.
How It Worked
We identified a trending consumer behavior on social media, stemming from an influencer's post on Instagram encouraging people to tag friends they'd lost touch with. This post received strong, emotional engagement with hundreds of followers reaching out to loved ones and even planning reconnections with their friends right within the comments section of the post.
Leveraging this insight, in conjunction with the holiday time of year when reconnecting with family and friends is top of mind, we published geo-targeted content across Instagram and Twitter. The content encouraged New Yorkers to tag a friend they haven't seen often enough, and share the story of a Priceless moment they had together in the past.
After vetting all of our post engagements, we selected one cardholder, reached out to him/her and offered a Priceless Surprise from MasterCard - tickets to a Priceless New York Event.
While organizing the details for our selected cardholder, we also secretly reached out to the friend they had tagged, letting them know we wanted to coordinate a surprise reunion for their friend.
Last came the moment that was truly Priceless - the reunion. We captured each surprise reunion on film, and followed their unforgettable experience for the remainder of each event. From this footage, we created a long-form video and :30 cutdown to share each reunion story across Facebook, Twitter, and Instagram.
Across all platforms, engagers applauded MasterCard for bringing friends and family together at exclusive MasterCard events. People shared their own emotional stories and expressed how much they wished MasterCard would reunite them with their friends or family. Many individuals even chose to tag their friends after viewing the videos to reminisce about past memories and the need to reconnect.
The cardholders we selected for these reunions shared their gratitude, as this was an unbelievable opportunity they were able to partake in.
"I cannot thank you enough for helping to make last night happen. You guys are AMAZING and I had NO IDEA that Maggie and I were going to be part of something so PRICELESS. I wish I could put into words how much it means to me to be able to have this experience with Maggie. It's something that we'll talk about for the rest of our lives. So very special."
- Meredith, New York (Saks Fifth Avenue)
Video Performance Metrics