MasterCard seeks to monetize zeitgeist moments

Stephen Whiteside

This event report outlines how MasterCard, the payments and technology firm, is actively seeking to generate revenue from "microtrends" on social media.

MasterCard seeks to monetize zeitgeist moments

Stephen WhitesideWarc

MasterCard's iconic "Priceless" campaign is receiving a real-time marketing update.

Since 1997, the payments and technology company has set out to provide cardholders with access to a diverse range of unique experiences – a promise currently embodied by four main marketing programs: Priceless Cities, Priceless Causes, Priceless Surprises and Priceless Specials.

And now, it is enhancing these efforts by analysing which "microtrends" are gaining traction on social media, and then delivering related promotions to users of platforms like Facebook and Twitter – with the aim of developing...

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