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.

1. Case Study | MasterCard Sweepstakes
Search & Social Networks Are Priceless
10 million magazine copies
7 Wonders of the World 1 priceless social campaign
Many brands shout while putting their customers on mute. Connected brands turn every interaction into a two-way
CONNECTEDNESS
conversation. This is how we helped MasterCard listen to its customers’ desires and motivations. The result was a
WORK sweepstakes that resonated with the audience, wowed ad critics and reinforced MasterCard’s brand identity.
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2. OBJECTIVE
Leverage search and social networks to help inform the sweepstakes prizes and
creative development for the 10th anniversary of MasterCard’s iconic advertising From a trip to the
campaign. Research life travel goals to generate a unique prize that would appeal to
Seven Wonders of the
the widest audience within MasterCard’s target audience.
World, to having your
portrait painted by Julian
INSIGHTS
Schnabel, these are
Coming 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 prizes that do indeed
some things in life are worth infinitely more than they cost? That’s priceless. And it have incredible human
takes search, market research analysis, social media networks and a little harmless value beyond the mere
monetary. In that way,
eavesdropping to do it right.
it’s all about opening
IDEA your eyes and really
seeing, which, in this
We 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 economy, is a new way
data to develop an experiential strategy that would dig deep into how people think of defining luxury.
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 - Barbara Lippert
of the World.” Since the Wonders of the World has multiple derivatives – including Adweek critic
the ancient world, modern world and natural world – the concept lent itself to many
interpretations and opportunities for relevant content.
RESULTS
Our 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.
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