YouTube and Facebook launched a call-for-entry video, reaching +55% of the target. Media partners Cosmopolitan and Elle delivered real-time Priceless stories and aroused interest.

The winning family shared how their poverty-stricken mother raised four children during a time she also spent battling cancer.

They always celebrated New Year’s by going to the movies, but could only afford two seats and squeezed together.

They haven’t taken her to the movies since, and wanted to tell her she’s the lead actress in their family story.

MasterCard rented a theatre for a Priceless surprise: photos, family videos and live testimonials let Mom know she’s appreciated. A Priceless dining experience at the world-famous Peninsula Hotel followed.

• We strategically utilized the real-time, collaborative capabilities of social media to drive the highest engagement and understanding of what “Priceless” means.

• The webisode videos from the special Mother’s Day event achieved more than 600,000 views and 10 million impressions on YouTube. The final video was watched more than 110,000 just hours after it was published.

• More than 35,000 Mother’s Day conversations were created on Facebook

• MasterCard’s Hong Kong Facebook fan base increased 325% in three weeks

• The post-engagement rate was more than 4.5 times the industry average

• A true expression of love: priceless.