MasterCard To Debut Watson, Snedeker Ads Today As Part Of "Priceless Surprises" Initiative
MasterCard today will launch the "newest component" of its "Priceless Surprises" initiative with TV ads featuring golfers Tom Watson and Brandt Snedeker during the PGA Tour Arnold Palmer Invitational in Orlando, according to Karl Greenberg of MARKETING DAILY. The campaign, conducted in partnership with the tour, "features TV ads, digital assets including video and promotional elements, social media, and promotional exclusives." Watson and Snedeker in the spots "surprise cardholders who are getting tips from a golf pro on MasterCard's dime," but the "real surprise is that golf legends show up unannounced and take over the lesson." In one ad golfers are "taking practice shots with a pro when a cart pulls right up blocking their shots," and "out jumps Tom Watson, who dares them to nail the cart." MasterCard CMO Raja Rajamannar said that the company for the ads "set up 'Candid Camera'-type ad shoots by telling participants that their sessions were being filmed for their own training benefit" (MEDIAPOST.com, 3/19). ADWEEK's Noreen O'Leary reported the spots were created by McCann XBC. MasterCard cardholders attending the Arnold Palmer Invitational "will have exclusive access to the on-site MasterCard Club and Concierge." There also will be "golfer appearances, giveaways and special access and viewing for cardholders" (ADWEEK.com, 3/19).
TORONTO STAR, 3/20).