• by Tanya Gazdik , December 29, 2013

MasterCard is launching what it says is its largest digital and social campaign ever, focused on New Year’s Eve.

The effort, themed #PricelessNewYear, includes TV, online, social and outdoor. It is designed to connect people around the world and celebrate families, friendships and community during the holiday season, according to the Purchase, N.Y.-based company.

Mixing traditional media spots with a global social activation in 175 countries, the program will curate people's holiday “priceless moments” via Facebook, Twitter and Instagram and showcase them on New Year’s Eve via the world-famous digital billboards that make up Times Square.

 “A brand is defined by the experiences people have around it,” said Raja Rajamannar, chief marketing officer for MasterCard, in a release. “MasterCard is focused on bringing people together to celebrate their passions while helping to drive a little more Priceless in their lives. Social is in our DNA, it’s the essence of what Priceless was built to be.”

MasterCard is using Twitter, Facebook and Instagram to encourage consumers to share their wishes and images for a #PricelessNewYear.

A 30-second TV spot is airing around the world including all major networks in the U.S. and during ABC’s New Year’s Rocking Eve with Ryan Seacrest.

As New Year’s is a time for reflection, MasterCard is leveraging a Priceless spot titled "Arrivals" which features real footage of families welcoming loved ones home.

Additionally, the “Arrivals” spot will be running on video screens in 7,000 taxis throughout the New York City area through Dec. 31. Surrounding the spot, taxi riders will be encouraged via digital banners to share photos and wishes on Twitter, Facebook, and Instagram using the #PricelessNewYear hashtag for a chance to have their photo appear in Times Square.

With all eyes focused on Times Square on New Year’s Eve, MasterCard will bring consumers to the festivities virtually.

Consumer-generated #PricelessNewYear content will be seen on digital billboards throughout Times Square, including the Nasdaq and Reuters signs. Content will run between 6 a.m. and midnight on Dec. 31.

The billboards will encourage the one million people gathered there, as well as those watching from around the world, to share their #PricelessNewYear wish. The very best of all consumer-generated content will be curated and fed into the billboards.