Priceless Duets //
MasterCard BRIT Awards
Mastercard are long term headline sponsors of the BRIT awards, the UK’s biggest music awards night. In true Mastercard fashion we wanted to give something back to the fans, something priceless. We came up with the idea of ‘Priceless Duets’, giving fans the chance to win the opportunity to sing a duet with some big-name recording artists.
To launch the competition we wanted to surprise some fans and give our audience a taster of what they could win. So, we researched on YouTube looking for talented singers and musicians singing cover versions and then invited them to what they thought we’re a series of Mastercard documentaries with topics such as ‘Girls Nights Out’ or Buskers of London’. We then sprung them with the actual artist they were singing a cover version of. We wanted Priceless reactions and we certainly got them.
Shot on Arri Alexa with director Steve Reeves from Another Film Company.
Posters & Print
Driving people to sign-up via print and poster in the run up to the BRIT awards and a complete takeover of the 02 arena on the night.
Website, App and Online
We used Facebook, music blogs and tweets from the artists themselves to tell fans that it could be them next to drive further sign up to the competition.
We created a website for fans to sign up at with a video gallery where we also posted additional films, outtakes and the ‘making of’. Press, online banners and MPUs also drove fans to the site.
Idents campaign on awards night
In the week of the BRIT awards we announced the lucky winners who had won the chance to sing a private duet with Emeli Sande, Labrinth and JLS.
We used the most Priceless moments from all our films to create a series of sponsorship idents to feature throughout the BRIT Awards live show on ITV1.
On the night fans could enter the next stage of the competition – for a chance to sing a Priceless Duet with Jessie J at a later live gig in London.
The website had over 200,000 visits generating 150% more competition entries than the previous year. Over 38,000 people entered and 100,000 people hit the MasterCard UK Facebook page.