New Twist On Evergreen Campaign: 'Priceless' Giveaways
MasterCard kicked off the campaign, created by McCann Erickson New York, with "Studious Pupil," a 60-second spot that launched last night during the Academy Awards.
In it, a man awakens one day with, not a lazy eye -- but a "curious" right eye, perpetually moving around, observing life while his left eye merely watches. "What would it find, this spirited orb of mine," says its owner, as he goes bowling, grocery shopping and kite flying. "Are you searching for the priceless things in life?" concludes the ad, which drives eyeballs (both) to priceless.com/search. Watch the ad here.
Users choose one of four envelopes to open online: the masterpiece (a commissioned portrait painted by Julian Schnabel), the feast (a weeklong multi-continent culinary trip with Chef David Bouley), the journey (a trip for two to the seven wonders of the world) and the search, which explains the contest and which Conde Nast publications are running the potentially winning ads.For example, readers of Conde Nast Traveler, Wired, GQ and Vanity Fair, qualify to win "the journey," while issues of Gourmet, Domino and Bon Appetit hold the key to "the feast." Pick up copies of The New Yorker, Vogue, Architectural Digest or Sotheby's Preview for a chance at "the masterpiece."
The three prizes will be in one of 14 million sealed envelopes adhered to print ads in either subscription or newsstand issues. Be sure to check out the Web films that accompany each of the three prize summaries.
Imagine being a first-time reader of Domino, finally deciding to pick up a copy, and it contains the winning envelope? Better yet, imagine how many people won't even open their envelopes because of their distaste of intrusive print ads? Priceless.
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