Brand: MasterCard

Company: Vindigo

Goals
-Build awareness of MasterCard’s Priceless Experience music, film and sports internship program for college students
-Strengthen MasterCard’s relationship with 18 – 24 year olds by targeting music and entertainment content that’s meaningful to that audience
-Create buzz via innovative ads in high impact environments

Solution 
Vindigo integrated MasterCard’s ads into its popular WAP site powered by Zingy, enabling MasterCard to reach 18 – 24 year olds in an incredibly popular ring tone and wallpaper environment.  The ads enhanced the consumer experience by allowing them to click on non-intrusive, targeted messages from MasterCard.  Each ad included a click thru page where the active consumer can opt-in for a follow-up MasterCard email, providing program details and direct links to apply for the internship. 

Results
To date, the MasterCard Priceless Experience campaign is performing strongly, above the WAP click rates Vindigo typically sees of 3%.  Opt-in email rates are also well above average, suggesting a high degree of program registration.

According to Michael Bailey, Interactive Media Supervisor @ GSD&M “Advertising via wireless vehicles was a natural fit for MasterCard's Priceless Experience Internship promotion, targeting on-the-go college students interested in the entertainment industry.  

Vindigo's WAP network, and specifically its ringtones and wallpaper content, complemented online and offline efforts to reach this hard to engage audience.  Plus, Vindigo's WAP network reaches them while they're actively involved with entertainment content on their phones.  Ultimately, it enabled MasterCard to promote participation in this program by allowing users to opt-in for more information in a unique and, hopefully, compelling way."