Indiantelevision.com Team

(5 July 2008 5:00 pm)

MUMBAI: Mastercard has teamed up with musicians Jon Bon Jovi, Eric Clapton and Kenny Chesney for its Roots of Rock sweepstakes contest.

As a part of this contest, the credit card major will offer five US Mastercardholders an opportunity to visit the concerts of their "chosen artists."

Mastercard has developed a site at priceless.com for consumers to collaborate with each of the three artists and create a virtual tour of the places where "they cut their teeth on the road to music royalty."

The cardholders will automatically enter the contest, every time they use the card, till 31 August 2008.

The contest offers grand prize packages that include a trip for four in 2009 for a "meet and greet" with the artist. This trip includes a tour of locations that retrace the artists roots and see him perform in concert.

MasterCard group executive Amy Fuller said, "Consumers’ passion for their music is unmatched. Music is something that is very individual and we know that personalisation is something consumers love to experience."

"With Roots of Rock, we’ve created unparalleled music experiences with three of the world’s most popular artists, providing consumers with an intimate perspective on these icons that few fans will ever have," Fuller added.

To augment the promotion further, Mastercard has launched a 360 degree marketing campaign that includes print, radio, out of home, online and a television spot called Living It.

Also, approximately 252 customer financial institutions have participated in BTL promotion via direct mail, in-branch materials and promotional copy.