Priceless Sydney is the local version of a global program that provides exclusive experiences to MasterCard cardholders. To increase engagement with the program and MasterCard, we built a promotional campaign around The Pulse – a Facebook app that listened to what Sydneysiders were saying on social media and visualised what was happening in and around the city. People could apply to win a prize via registering for the program, but Sydney decided which one, according to what was trending on The Pulse. People then had to create social conversations about what they wanted to win to influence The Pulse, creating a cycle of sharing and hence increasing awareness of MasterCard.
