MasterCard

By Mikayla Cruickshank

The brand MasterCard was having a hard time connecting or staying connected with their customer so they needed to find a way to reconnect with them. The idea to fix their problem started with owned media. According to the article, “MasterCard partnered with well-known neighbourhood merchants and developed a campaign mapping their locations and attractions and distributing this information through local businesses and markets.” With help MasterCard started a campaign that included content and merchandise through their owned media. They put this campaign all over their website, social media and held PR events. With this owned media their increased brand perceptions by over 100%.

http://0-www.warc.com.library.unl.edu/Content/ContentViewer.aspx?MasterContentRef=c6ee6e8e-8b54-44e2-ada1-1046e2f70e77&q=owned+media&CID=A105703&PUB=WARC-PRIZE-ASIA

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