We launched the competition at mypricelessgig.co.uk. Banners and MPUs directed traffic to the competition site and entrants were asked to tell us why they deserved to have a BRITs winner in their living room. Entrants qualified by downloading a competition poster and displaying it in their living room window. They were also asked to complete a BRITs quiz to gain additional entries and were encouraged to share their scores via social networking.

Idents, featuring a roadie setting up a gig in someone’s living room, ran on TV and online to further create awareness of the competition. The idents aired on the night of the live BRITs show captured our chosen artists, the Pet Shop Boys’ performance in the fan’s living room, full of chart-topping songs, cosy chats and the odd shriek of disbelief.

The full gig, and behind the scenes footage was also posted on mypricelessgig.co.uk.

With no paid for “push” from MasterCard the story was picked up by ITV news, 6 national newspapers, 72 online sites, radio stations and hundreds of blog sites. Nearly £500k of PR media value was generated.The idea started to spread further than the music community, putting MasterCard right at the heart of the buzz of The BRITs, and was viewed more than 374.6m million times globally in 121 countries.

As a sponsorship extension, it was so much more than an awareness numbers game. We set out to create unique piece of branded entertainment that would resonate, engage and surprise UK music lovers.