Fan Edit
BTS
grammys drop
inside abracadabra
FRom fan to featured
When the stage belongs to all of us: priceless.
Today’s music fans don’t just want to be listeners or spectators. They want to participate, interact, and be part of the action.As a brand that is committed to connecting everyone to priceless possibilities, Mastercard brought its unique scale and influence to help answer this call.
In partnership with Lady Gaga, we sponsored the debut of her newest song, Abracadabra, and turned it into a global audition. Our TikTok challenge invited millions of fans to recreate the dance for a chance fans never dreamed possible: to be on set and share the screen with Lady Gaga in a true recreation of the music video. One upping the social norm by not just ending with a dance on Tiktok. But on Gagas Socials too.
The campaign earned 1.2 billion views, generated 506 pieces of earned coverage, gave Mastercard a 214.6% increase in social followers, and drove a 2X lift in preference for Mastercard vs. Visa.
But beyond the numbers, this was about something more.
We staged a complete paradigm shift for fan engagement.
Taking Gaga’s “little monsters” from fan… to featured.
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