MasterCard had a Priceless Cities platform and no way to bring people into it. We built #LoveThisCity—giving followers access to things they'd never otherwise experience. An intimate Justin Timberlake concert at Roseland Ballroom. A Cubs pitching clinic in Chicago. Sous-cheffing for Marcus Samuelsson in Miami.
Within months, sentiment skyrocketed. MasterCard hit 500k likes and shares, becoming Facebook's fastest growing brand. #LoveThisCity became a Cannes talk with R/GA's Nick Law and MasterCard's global CMO.
.svg)
.svg)