Mastercard Priceless Duets – Something for the Fans

MasterCard has launched “Priceless Duets”, a competition to support its 14th year of partnership with The BRIT Awards. “Something for the Fans” offers the unique chance for fans to win a Priceless Duet with one of music’s biggest names. MasterCard cardholders across the UK have been given the opportunity to perform Mastercard Priceless Duets with their choice of Emeli Sandé, JLS and Labrinth, to be aired on the night of The BRIT Awards 2012, February 21st on ITV1. A dedicated website gives fans the opportunity to register and provide their audition videos, as well as the opportunity to win one of hundreds of pairs of tickets to The BRIT Awards.

Mastercard Priceless Duets site

Something for the Fans is supported by an integrated advertising campaign across TV, print, MasterCard’s and artists’ social media channels with targeted placement of artist content on key digital sites. Large scale proximity advertising will also be on display on the night of the Awards itself around The O2 Arena.

Karaoke artst Alice thought she was being filmed for a documentary about Emeli’s fans Click on the image below to play the Emili Sande video.

Alex and Phil thought they were being filmed for a documentary about them busking. Little did they know that Labrinth has a surprise for them! Click on the image below to play the Labyrinth video.

Mastercard Priceless Duets Credits

The Something for the Fans campaign was developed at McCann London, by creative directors Matt Crabtree and Si Hepton, art directors Matt Statham and Duncan Munge, copywriter Chris McDonald, account directors Jon Armstrong and Michelle Neads, agency producer Charlie Macpherson, working with Shaun Springer, Mastercard UK & Ireland head of brand and sponsorship.

Filming was shot by director Steve Reeves via Another Film Company, with post production and sound design done at Chrome Digital. Typographer was Gary Todd.

Media was handled at Universal McCann London. Digital, partnership and sponsorship agency was big: group. PR was handled by Weber Shandwick.