MasterCard Canada will have a few (make that hundreds) of surprises up its sleeve during World MasterCard Fashion Week in Toronto.
MasterCard, which has been title sponsor of the event since 2012, is inviting guests to experience a “Priceless Surprise” at the MasterCard Canada booth. Using a socially-enabled Priceless Surprise machine, cardholders can tweet a picture of their stylish outfits to unlock gifts including custom Fashion Week pieces, front-row tickets and a range of “priceless experiences” around Toronto.
Three hundred surprises (and one big one) will be given away each night during World MasterCard Fashion Week, which takes place Oct. 20-25.
The activation is an extension of MasterCard’s “Priceless Surprises” campaign, which launched earlier this year. The program awards cardholders surprises such as seat upgrades at sporting events, backstage passes and even trips.
“We always try to do something new and innovative with our activations every season,” said Milos Vranesevic, head of marketing at MasterCard Worldwide, Canada. “This one is really cool because we’re bringing priceless surprises into the fashion environment for the first time.”
MasterCard is also working its bank partners such as Bank of Montreal to surprise some cardholders with tickets to the event. And it’s extending the program to Toronto Eaton Centre over the course of the week, surprising cardholders throughout the mall with tickets to runway shows.
“It gives us a great opportunity to let them interact with our brand and let them see our brand in that kind of environment, but also just have a really good night out as part of carrying a MasterCard,” said Vransevic.
