MasterCard debuts jeans campaign

Share this content:
MasterCard kicks off a two-month multichannel ad campaign on July 1 that calls on consumers to use their MasterCard when purchasing jeans.

The “MasterCard 2009 Break in Your Jeans” campaign is running in July and August — during the busy back-to-school shopping season. It is designed to reach people buying jeans and encourage them to use their MasterCard for payment. The marketing program includes TV, print, online, mobile, out-of-home and radio.

“We are trying to reach mass consumers, skewing more towards female, who are already making purchases for the back-to-school period and get them to use their MasterCard for these purchases,” said Chris Jogis, SVP of consumer marketing at MasterCard Worldwide.

A TV commercial produced by McCann Erickson New York features scenes of pop icons wearing jeans including Marlon Brando, The Ramones and Marilyn Monroe. The commercial shows classic scenes of these icons in their jeans and a voiceover that questions whether they might look better in different styles, such as pleated slacks, capri pants or khaki shorts. The voiceover concludes with “The perfect pair of jeans: Priceless.” This is consistent with the credit card marketer's overall brand messaging around priceless experiences.

“We've had the priceless messaging for many years, and it has always been about what matters most to consumers,” Jogis said. “Jeans are the ultimate genuine self expression tool and we wanted to use that to be symbolic and consistent with what the Priceless program is all about.”

The campaign includes a promotional element in which cardholders who buy jeans during July and August are automatically entered to win a pair of jeans and a “priceless escape:” a trip of their choice. Nine grand prizes will be awarded, one per week of the promotion.

The promotion is also being promoted out-of-home with a text call to action. Billboards will encourage consumers to enter the contest by texting keyword “WIN” to “77257.” Consumers can also enter once daily at www.priceless.com/jeans, a landing page designed by MRM Worldwide specifically for the promotion.
 
“Wherever we create a marketing program, we use integrated channels to reach consumers at multiple touch points,” Jogis said.
Loading links....
close

Next Article in Multichannel Marketing

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