As part of its efforts to provide Priceless experiences to up-and-coming artists in Latin America, Mastercard wanted to embark on a first-of-its-kind, multi-year musical collaboration to widen Mastercard’s impact in the region in a meaningful way through the medium of sound.

The approach needed to resonate across all major Latin Mastercard markets and authentically impact and connect with key cultural tentpoles.

An integrated marketing and communications strategy allowed Mastercard to leverage core brand, sponsorship, and DE&I platforms. The natural assimilation of the Mastercard Sonic DNA® brand sound yielded the potential to generate top 10 charting positions on the Monitor Latino charts across Latin markets - something never achieved before in the branding and marketing realms.

The goal of this partnership was to showcase the flexibility of Mastercard’s sonic identity and the power of collaboration in the owned branded audio space, uniting the advertising, marketing, and music industries in pursuit of cross-cultural brand recognizability.

What began as an idea to combine two key segments of Mastercard’s marketing efforts and sponsorship endeavors evolved into a musical triumph connecting global markets. A joint effort with Domino Saints, amp sound branding, and Mastercard led to charting positions in multiple countries alongside expanded brand associations, memorability, and recall.

Utilizing Domino Saint’s existing fan network, Mastercard’s reach, and amp sound branding’s Sonic DNA work, relevant and culturally appropriate branded content infiltrated the mainstream media.

Amp’s strategy was to utilize Mastercard’s Sonic DNA® when collaborating with musical artists to create original branded tracks, perfect for public release. Key to the success was finding a unique artist with an authentic and recognizable style. It was crucial to identify which major cultural tentpoles and activations would naturally integrate and organically drive community and audience engagement in multiple Latin markets.

With Puerto Rican Urban Pop duo, Domino Saints (Gigi Ojeda and David Leal) Mastercard found the perfect creative collaborator, able to express themselves in their own contemporary sound while also working closely with amp to integrate the Mastercard brand sound in an authentic yet clearly recognizable manner.

Paired with an integrated broadcast and communications strategy that built on core pan-Latin cultural platforms including the CONMEBOL Copa América, Copa América Femenina, HBO’s A Tiny Audience, The Latin Grammy’s, and many more, the approach was authentic from square one.

The first two single releases, “Dance Freak,” and “Rockstar,” landed top ten placements in 7 Latin markets on the Monitor Latino Dance Charts. Over 230 million listeners across Latin America were reached through broadcast radio, and more than 5 Million music video views were achieved across platforms.

Domino Saints performed on key Latin broadcast platforms such as HBO’s A Tiny Audience, joining Mastercard’s celebration of the Latin Grammy’ and premiering their music video for “Dance Freak" during live coverage of the Men's CONMEBOL Copa América on ESPN Deportes to +122 markets worldwide. They garnered over 39 million TikTok views for Copa-related activations and won the award for Best Video Claro Música at the 2022 Monitor Latino Awards.

Ushering in a new era of limitless possibilities in the marketing and advertising space, the amp, Domino Saints, and Mastercard collaboration revealed a new avenue for expanded brand perception, reach, engagement, and impact.