Dive Brief:
- Mastercard is launching a campaign for the upcoming Grammy Awards that includes the hashtag #ThankTheFans, an experiential record store and interactive music experiences for fans who unlock special offers via a $1 Masterpass purchase, according to a company press release.
- Masterpass users will be given exclusive access to vinyl purchases and performances via the promotion. Every time an award is presented during the Grammys or when an artist thanks fans during an acceptance speed, Masterpass users who charge $1 will receive special offers. All proceeds from records sales will be donated to MusiCares.
- The experiential record store will be physically represented at the current Gibson Brands Sunset, and formerly Tower Records, on Sunset Boulevard in Los Angeles.
Dive Insight:
Mastercard’s Grammy campaign taps into the renewed interest in vinyl records, sales of which are at an all-time high, per the company.
The effort also capitalizes the marketing trend for virtual experiences that give people access to iconic places. What is interesting is the promotion requires a purchase — albeit a nominal amount — for participation and access to the special offers provided during the awards ceremony. The goal is to drive adoption of Masterpass, Mastercard's digital payment service, by showing consumers how easy it is to use.
The campaign comes as brands like Bacardi are shifting budget away from TV and banner ads toward experiential efforts and cause marketing as a way to integrate more deeply with customers' lives.
The promotion’s in-store element includes scheduled music performances and interactive experiences including playing guitars, spinning DJ turntable decks and listening stations. During the broadcast, Masterpass users who make a $1 purchase unlock offers such as movie tickets, designer fashions and a trip to next year’s Grammy Awards.
