MasterCard Launches Priceless Moments Video Campaign
Tue 25th Feb 2014 | Marketing & PR
MasterCard, official sponsor of the UEFA Champions League, and digital sports media company PERFORM have partnered to create and activate a series of exclusive videos that enable fans to re-live iconic moments from the history of the competition.
The deal with MasterCard, brokered by media agency UM International, sees PERFORM produce a 10 part video series, featuring legendary footballers and fans from the major clubs describe their ‘Priceless Moments’.
Brazilian legend Lucio, capped 105 times by his country and part of the 2002 World Cup winning squad, is next in line to talk about his experiences of the competition, including winning the UEFA Champions League with Internazionale in 2010 and his goal in the 2002 Final for Bayer Leverkusen versus Real Madrid.
The video content is activated by PERFORM across Goal and its social channels, MasterCard’s own ‘Witness History’ football page on Facebook and YouTube, and distributed across publisher sites through ePlayer, the world’s largest football video network.
The deal extends the relationship between the two companies, with MasterCard having aligned with UEFA Champions League related content on Goal for the previous two seasons.
Axel Lintermans, VP Sponsorship at MasterCard, said: “As we build upon our association with the UEFA Champions League, we are pleased to extend our partnership with PERFORM and capitalise on their production and creative solutions capabilities to offer a more creative way of engaging football fans.
“The Priceless Moments series offers viewers the chance to relive some of the most memorable highlights in the history of the competition, providing a more immersive experience with video at its heart.”
Kerry Elsdon, Client Digital Partner at UM International commented: “Through our relationship with PERFORM, we have been able to leverage a number of disciplines such as editorial integration, community management and now bespoke branded video content creation.
“Working with PERFORM has enabled MasterCard to build affinity with football fans by bringing them authentic and engaging video content.”
Dominic Dunne, International Brand Partnerships Director at PERFORM, added: “We are delighted to enable MasterCard to further engage with fans through the creation and activation of this video series.
“Our expertise and experience in producing compelling content that directly reaches a specific audience, combined with the reach of our portals, means we are perfectly positioned to offer MasterCard the ideal platform to target fans in more creative ways.”
Image: Action Images - REUTERS/Kai Pfaffenbach
Posted by: Aaron Gourley
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