MasterCard 'Priceless Edge' Promotion Targets College Crowd

Share this content:
MasterCard International has debuted the "Priceless Edge" college internship program to build its brand among college students.


The program will give 12 college students the chance to work on the production of "Music in High Places," a music series airing on MTV. Promotion for the program concludes April 23.


The promotion highlights a five-week online distance-learning course that teaches participants about artist relations, TV and concert production, TV distribution, technology and entertainment, entertainment law and entertainment marketing. The 12 students picked to work on the MTV series will be selected from those who complete the five-week course.


"College students are looking for something like this," said Elisa Romm, MasterCard's vice president of brand building for North America. "One of the hardest things is to get a meaningful internship."


Romm also said this is the first time MasterCard has tried such a promotion, which it is marketing online, in print, on radio and through www.pricelessedge.com.


"There's no acquisition element to this," she said. "But there's a pretty good viral component. We haven't really done any one-to-one push." She noted that merely by word-of-mouth, the campaign is drawing recognition on college campuses nationwide.


So far, Romm said, the promotion is proving popular with its target audience. In its first three days, the "Priceless Edge" campaign garnered 1,000 applications through the sign-up form on www.pricelessedge.com.


"We've never done anything like this before," she said. "There's no offer, so we have no benchmark with anything done in the past."


MasterCard also is promoting the internship on entertainment and music Web sites with various-sized banners. The banners, which use Flash animation, link directly to the "Priceless Edge" Web site.


"The promotion is totally integrated into everything we do with the youth market," Romm said. "College-age students need to have a better opinion of credit card companies. Because of the media they have the wrong impression of credit card companies. But they are great users of credit cards."


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here