MasterCard: The Priceless Engine

Ruben Beijer

This case study describes how MasterCard, the second largest credit card brand, launched a marketing platform that generated business from social media in Asia Pacific.

MasterCard: The Priceless Engine

Ruben Beijer

Campaign details

Brand owner: MasterCardLeading agency: Carat and TBWA\Digital Arts Network SingaporeContributing agency: McCann and OctagonBudget: 1 – 3 millionCountry: Asia Pacific (general region)Industry: Credit cardsMedia: Games and competitions; Online video; Social media

Market background and cultural context

With over 14 billion transactions across Asia Pacific every year, made with 656 million cards, MasterCard is considered the second largest credit card brand after Visa. Visa outspends MasterCard four to one in marketing across Asia Pacific4.

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