impressions

Mastercard and Ticketmaster

Optimizing a sponsorship program through strategic positioning and value-added enhancements.

Background:

To strengthen its presence and drive cardholder usage in the entertainment category, Mastercard entered into a five-year sponsorship program with Ticketmaster, America's largest ticket agency.

Challenge:

Optimize Mastercard's Ticketmaster sponsorship through its U.S. network of member banks and directly to cardholders.

Solution:

Impressions developed a "Best Seats In The House" entertainment platform for Gold Mastercard cardholders through partnerships we created with the biggest Broadway shows and PACE Theatrical (now Clear Channel Entertainment), delivering entertainment benefits to 75% of all Gold Mastercard cardholders in 26 markets. Mastercard funded print advertising and cardholder direct mail, while the partners featured a special Mastercard-branded banner in all of their advertising highlighting the "Best Seats in the House" for those paying with Mastercard.

Results:

Mastercard enhanced its image in the entertainment category and increased market share from 15% to as high as 50% on the tickets purchased to the featured events.