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MasterCard BRIT Awards Sponsorship 2012

MasterCard are in their 14th year of sponsorship of The BRIT Awards and asked us to build on the ‘Something For The Fans’ campaign we created last year.

So we created ‘Priceless Duets’ - effectively offering members of the public a chance to sing with their idols.

Jessie J, Emeli Sandé, Labrinth and JLS immediately wanted to get involved.

To set up the idea we created a series of surprise ‘Priceless’ online films seeded through social media to create excitement around the competition and ultimately drive sign up.
We found fans on YouTube who had posted videos of themselves singing. We then tricked them into thinking we were making a documentary for MasterCard about ‘Girls Nights Out’ or ‘Buskers in London’. We wanted Priceless reactions and we certainly got them.





We used Facebook, music blogs and tweets from the artists themselves to tell fans that it could be them next and drive sign up to the competition.

Music blogs Artist Tweets


We created a website for fans to sign up at with a video gallery where we also posted additional films, outtakes and the ‘making of’.

Website1 Website2 Website3 Website4 


Press, Online banners and MPUs also drove fans to the site.

Cover Wrap Banners

We also teamed up with the BRIT Awards to create a joint app.


In mid February we announced the lucky winners who won the chance to sing a private duet with Emeli Sande, Labrinth and JLS. But to keep the element of surprise we tricked the winners into thinking the stars were stuck in Nottingham and that the meeting might not happen.

The most Priceless moments from all our films created a series of sponsorship idents to feature throughout the BRIT Awards live show on ITV1.

The show was held at the O2 – so we took over the whole venue with our campaign - everything from posters, to digital screens, Aurasma activated ads in the programme and posters in the toilets.

Poster1 Poster1

Poster1 Poster1

Poster1 Proximity 1 Proximity 2

Proximity 3 Proximity 4

On the night fans could enter the next stage of the competition – for a chance to sing a Priceless Duet with Jessie J at a live gig in London, which goes ahead in Summer 2012.

The website had over 200,000 visits generating 150% more competition entries than last years campaign.
38,000 people entered and 100,000 people hit the MasterCard UK Facebook page generating 6,129 ‘LIKES’.

And as a final Priceless twist we are hoping to launch the first single of two of the people we found on YouTube for the original surprises.



All work ©Chris&Matt 2012