mastercard priceless search and social market research case study by rob garner and icrossing
DESCRIPTION
Case study for a research project that yielded a major theme for the Priceless 10th anniversary TV and print campaign in 2008. Search and social network data was used to study and quantify the level of interest around travel related themes.TRANSCRIPT
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WORKCONNECTEDNESS
Case Study | MasterCard Sweepstakes
Search & Social Networks Are Priceless
Many brands shout while putting their customers on mute. Connected brands turn every interaction into a two-way conversation. This is how we helped MasterCard listen to its customers’ desires and motivations. The result was a sweepstakes that resonated with the audience, wowed ad critics and reinforced MasterCard’s brand identity.
10 million magazine copies7 Wonders of the World 1 priceless social campaign
EMAIL [email protected] | CALL 866.620.3780 | VISIT www.icrossing.com | FOLLOW twitter.com/icrossing | BECOME A FAN facebook.com/icrossingEMAIL [email protected] | CALL 866.620.3780 | VISIT www.icrossing.com | FOLLOW twitter.com/icrossing | BECOME A FAN facebook.com/icrossing
OBJECTIVELeverage search and social networks to help inform the sweepstakes prizes and creative development for the 10th anniversary of MasterCard’s iconic advertising campaign. Research life travel goals to generate a unique prize that would appeal to the widest audience within MasterCard’s target audience.
INSIGHTSComing up with any old sweepstakes prize is easy enough. Coming up with one that resonates with the audience, supports the client’s brand positioning and proves that some things in life are worth infinitely more than they cost? That’s priceless. And it takes search, market research analysis, social media networks and a little harmless
eavesdropping to do it right.
IDEAWe started by identifying an online social network with extensive public information about its members’ life goals. Using Hitwise, we validated the network’s demographics to ensure its audience was within MasterCard’s target. Then, we used the search data to develop an experiential strategy that would dig deep into how people think and behave online. By listening to the audience in both the targeted social network and search query frequency, we discovered strong travel interest in the “Wonders of the World.” Since the Wonders of the World has multiple derivatives – including the ancient world, modern world and natural world – the concept lent itself to many interpretations and opportunities for relevant content.
RESULTSOur research and professional eavesdropping paid off. MasterCard decided that its 10th anniversary sweepstakes and creative would highlight a trip to the Seven Wonders of the World. Developed by McCann-Erickson, the television spot debuted during the 2008 Academy Awards. In addition, a four-page spread featuring the Priceless “Wonders of the World / Search” appeared in over 10 million copies of Vogue, Wired, Conde Nast Traveler and GQ between March and April 2008.
Through observational use of social networks and search, we were able to listen to MasterCard’s target audience and make strategic recommendations for a prize that resonated with the audience, supported the client’s brand positioning and was well-received by ad critics.
From a trip to the Seven Wonders of the World, to having your portrait painted by Julian Schnabel, these are prizes that do indeed have incredible human value beyond the mere monetary. In that way, it’s all about opening your eyes and really seeing, which, in this economy, is a new way of defining luxury.
- Barbara Lippert Adweek critic