MasterCard is extending its "Priceless" catchphrase to a new iPhone application.
The Purchase, N.Y.-based company is introducing the "Priceless Picks" app, which gives consumers a location-based utility to find and share their favorite picks with others. Via the iPhone's GPS technology, users can find shopping deals, entertainment options and dining venues based on the users' current location or where they are going.
Users will also receive partner-generated offers. A "Send to a Friend" feature allows users to share their picks with others via email. The app is available as a free download at the iPhone App Store or at www.itunes.com/appstore.
The application will be supported by an ad campaign that includes three new 15-second Priceless TV spots breaking July 20, according to Chris Jogis, senior vice president, U.S. marketing, MasterCard Worldwide.
"We're exploring adding some online media and some outdoor," Jogis tells Marketing Daily.
The spots show real-life situations where people share their special experiences by posting them to "Priceless Picks" on their iPhones such as the best seat in the stadium to catch a foul ball, family-friendly restaurants and a great spot for a kiss. McCann Erickson New York, MasterCard's agency of record, conceived, developed and built the app and created the campaign, with technical support from MRM Worldwide and Ubermind.
The spots will run in a number of flights through the end of the year on the major networks and cable channels, including A&E, TNT, USA, Comedy Central, Food, Bravo and Lifetime, Jogis says. The spots will also air on syndicated comedies and dramas and day parts, including sports, early morning and late night.
The app joins another popular MasterCard app, "ATM Hunter," which helps iPhone users locate the nearest ATM anywhere in the world. "These are both part of MasterCard's overall strategy to makes users' lives easier," Jogis says.
MasterCard is exploring the possibility of adding more applications that follow along the same lines as the first two, he added.