• by Aaron Baar , July 3, 2008

AC/DC once claimed "It's a long way to the top if you want to Rock and Roll." But if you just want to hang there for a day or so, all you need is a MasterCard. For its summer promotion this year, MasterCard has enlisted music stars Jon Bon Jovi, Eric Clapton and Kenny Chesney for a sweepstakes that will include a meet and greet with the artist of the winner's choosing, a tour of locations that trace his roots and a chance to see a performance.

The promotion, dubbed "Roots of Rock," launched Tuesday and will run through August, supported with print, radio, out-of-home and television advertising. The television spot continues MasterCard's well-known "Priceless" theme, wherein eating lunch where Clapton got his start, going to the club where Bon Jovi played his first show and sitting on Chesney's bus all cost "$0", while "seeing where it all began" is priceless.

The promotion will also receive support via direct mail and other promotions from MasterCard's financial institutions. Card holders are entered every time they use their MasterCard during the promotion's duration. Those using PayPal are registered twice for each use. Non-card holders can enter online as well.

MasterCard has also created an extensive microsite at Priceless.com that gives people a chance to learn more about the three artists represented. One section, called "Tour the Town" includes hot spots of little known information, like where Kenny Chesney played Little League or the Islington Station Underground stop where a fan spray-painted "Clapton is God."

Additionally, MasterCard holders can download free music from Universal Group and videos from the PBS series Soundstage. MasterCard signed on as a sponsor of that series in January, and that sponsorship led to the three artists and the summer promotion.

While MasterCard has long been a sponsor of sporting events and a supporter of Major League Baseball, music presented another opportunity to tie-in with something consumers feel passionate about, according to the company. "Music is something that is very individual and we know that personalization is something consumers love to experience," said Amy Fuller, Group executive of Americas Marketing for the company, in a statement. "With Roots of Rock, we've created unparalleled music experiences with three of the world's most popular artists, providing consumers with an intimate perspective on these icons that few fans will ever have."