Four years ago, MasterCard established a wonderfully simple partnership with Stand Up To Cancer: When people dine out and use their MasterCard, we make a donation to support SU2C — up to $4 million dollars.
In 2014 we wanted to find a fresh way to break through the clutter and engage people through our social communities… ultimately getting them excited to participate in the program and support this cause.
We know people love sharing photos of their food on their social channels. Building upon this natural behavior we decided to give our effort a unique twist. We created fun, sharable art series leveraging food as the medium – all built around the campaign platform of “When people #GetTogether for a cause, it’s Priceless.”
Creating dozens of unique pieces of art to differentiate our message, and sharing them across our social platforms (Facebook, Twitter, Vine, Instagram, Tumblr), our efforts inspired cardholders to engage with the brand… and more importantly to dine out with friends to support SU2C.
The result: Tremendous spikes in participation from consumers. Over 2MM social engagements (with engagement rates on Twitter being 55% higher than campaign averages) the overall effort achieved the $4 million donation goal weeks ahead of schedule.
View all works here:
A video posted by MasterCard (@mastercard) on