MasterCard Pitches 'Memorable Moments' to Spark Card Use
The program lets fans vote for baseball's most memorable moments through in-stadium balloting and on MLB.com, but the goal for MasterCard is to spur card use since cardholders get one sweepstakes entry each time they use their card from July 9 to Sept. 20.
"The main drive behind this campaign is to increase the amount of usage with our current customers," said Bob Cramer, vice president of global sponsors and event marketing. "We are not trying to generate new customers but if we do manage to bring on some new members as a result of some of the advertising we will definitely welcome that."
The grand prize is a trip for 10 to game four of the 2002 World Series, where the most memorable moments will be announced. With the tickets, the winner will get to mingle with Major League players, tour the ballpark and participate in the pre-game ceremony announcing the memorable moments.
In addition to the grand prize, 10 cardholders will win a limited-edition, autographed art collectible featuring one of baseball's most memorable moments and 50 cardholders will receive an autographed baseball bat signed by a player involved in one of the memorable moments.
The cover of the inserts informs cardholders that they can "Win your very own memorable moment at the 2002 World Series." Inside are details of the program and information on what cardholders must do to qualify for the grand prize.
Images from some of baseball's greatest moments are displayed including Cal Ripken Jr. breaking Lou Gehrig's consecutive game streak, Bobby Thompson's shot heard round the world and pictures of Babe Ruth and Barry Bonds.
The inserts also state that cardholders can vote for their most memorable moments at Major League stadiums or at www.mastercard.com.
MLB will support the "Memorable Moments" program via TV, print and radio media buys and in-stadium advertising and through a presence on MLB.com, including online voting, photos and video clips of some of baseball's most historic moments.
MasterCard will promote the contest through its "Priceless" series of ads. Television advertising will begin during the All-Star Game July 9, and print ads will run in various publications. There also will be public relations outreach using players and former players.
In addition, 350,000 merchant locations that accept MasterCard will support the effort through signage and other efforts.