MasterCard Worldwide is launching a new online tool designed to drive e-commerce by helping online shoppers narrow gift choices based on price and the personality of the recipient.
The Priceless Gift Finder then displays appropriate gift selections, along with ratings and reviews from Amazon.com. Purchases can be made at Amazon.com directly through the Gift Finder. Shoppers have access to a budget calculator to track the cost of gift selections, and can build shopping lists from their lists of Facebook friends (via Facebook Connect), as well as family and friends who are not on Facebook. They can also spread the news about the MasterCard Priceless Gift Finder by posting a URL link to the tool on social networking sites.
The MasterCard Priceless Gift Finder is "hosted" by NFL Quarterback Peyton Manning and actress Alyson Hannigan, who offer humorous "not-so-perfect" gift suggestions to visitors through a series of video vignettes, prior to the tool's actual recommendations.
The 30-second TV spot in built upon the same premise. At a holiday house party, Manning gives teammates Jeff Saturday and Ryan Diem a gift and says, "you'll never guess what it is" -- although it is obviously a wrapped football -- while Hannigan, at a holiday party "on the set," gives two bald crew members a shampoo gift basket. The spot wraps with the voiceover: "Getting them something they'll actually enjoy. Priceless. This year let Peyton and Alyson help you get the perfect gift at priceless.com."
TV and Web videos were produced by McCann Erickson/New York. The Gift Finder Web site and Facebook application were built by Huge in partnership with MRM Worldwide. MRM Worldwide, in partnership with McCann Erickson, developed the online media banners that also feature Manning and Hannigan. Media is handled by GSD&M Idea City.
For every purchase made at Amazon.com with a valid MasterCard card that comes through the Gift Finder, shoppers will receive a credit for $10 in MP3 downloads from Amazon.com's MP3 store (courtesy of MasterCard).
"The MasterCard Priceless Gift Finder represents a significant focus by MasterCard on driving e-commerce this holiday season," said Cheryl Guerin, senior vice president, U.S. and digital marketing, MasterCard Worldwide, in a statement. "The utility of this tool makes it easy to select these perfect gifts, while tracking a budget and managing a holiday shopping list using social media applications that are already a part of many shoppers' daily lives."
In conjunction with the launch of the MasterCard Priceless Gift Finder, MasterCard released the results of the "National MasterCard Moms Speak Out 2009 Holiday Gifting Survey," which reveals that while they are responsible for the majority of holiday shopping, many moms struggle to find the perfect gift.
The survey reveals that 78% of moms indicate they are responsible for selecting, purchasing and wrapping all the gifts, and tracking the holiday budget. The biggest obstacle moms say they face with holiday gift-giving is staying within their budget (54%), and finding thoughtful and creative gifts (26%). However, even in the face of holiday shopping challenges, 92% of moms feel there is an inner fulfillment when they do find what they consider to be the "perfect gift."