MasterCard was looking to extend their Priceless campaign to existing cardholders and increase share of wallet purchases. MasterCard Roots of Rock was a fully-integrated marketing campaign that provided MasterCard Cardholders a chance to win one of 3 priceless experience to see music icons, Jon Bon Jovi, Eric Clapton or Kenny Chesney perform in their hometown.
Integrated Marketing campaign included television, print, radio, out-of-home, digital, promotional marketing with over 250 financial institutions participating in the program via direct mail, in-store marketing, and retail promotions.
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