MasterCard evolves 'Priceless' campaign with QR code based shopping app

Stephen Whiteside

MasterCard has long hung its marketing hat on unique experiences. And its brand affiliation has proven to be every bit as flexible as it has been durable.

The iconic MasterCard Priceless campaign launched in 1997 with a simple premise: some events are worth more than money.

But times have changed and the Priceless campaign has evolved.

"Generally speaking, paying for something is not necessarily an experience that someone looks forward to. You don't necessarily get joy out of it. You may get joy out of what you're actually buying, but the act of swiping a card doesn't inherently bring joy," Adam Broitman, MasterCard Worldwide's vp/senior business leader, global digital marketing, told delegates at the 2013 ad:tech New York conference.