We launched the competition at somethingforthefans.co.uk. Banners and MPUs directed traffic to the site, and entrants were asked to tell us why they deserved to win their chosen Priceless item. TV showing artists introducing their Priceless items ran around the BRITs Nominations Show and ads ran in national press. Online, Facebook and Spotify ads targeted fans,and a BRITs Twitter feed publicised the news. At the event, proximity ads dominated the O2, encouraging the 15,000 attendees to text in to win more prizes from their beloved artists. TV idents featuring excited winners meeting their idols then ran around the main BRITs TV show. This was then supported by national press the next day.

As discussed, key to the success of this promotion is not how many more transactions made on a MasterCard. Instead it relied on being able to demonstrate to banks how famous the promotion was to their customers.With no paid for “push” from MasterCard, the story was picked up 126 times across print, online and broadcast, producing a national reach of over 74 million. £270,000 of PR media value was generated. The website received over 100,000 visits and over 230,000 page views. Altogether, 18,157 people entered the ‘Something For The Fans’ competition.