Dig In & Do Good - MasterCard and Stand Up to Cancer
MasterCard believes that the things that matter in life, money cannot buy; a belief that’s at the center of its ‘Priceless’ platform. Yet as a publicly traded company, business results are also important.
Teaming up with Stand Up to Cancer (SUTC), a nonprofit established by film and media leaders to support cancer research and awareness, MasterCard launched ‘Dig In & Do Good’. The transactional cause marketing campaign invited frequent diners to use their MasterCard when dining out to unlock up to $4mm in donations. For every qualifying restaurant transaction of $10 or more, MasterCard automatically donated $.01.
Stand Up To Cancer turned to its 100+ celebrity ambassadors to secure talent to help engage and activate consumers when dining out. Through a robust social media campaign and national cause marketing television spot starring Eric Stonestreet (which won the campaign this video award and is shown below), the $4mm goal was reached for the summer 2013 campaign. The program was so successful MasterCard agreed to a second campaign in Q4 for a donation of another $4mm.
As a result, transactions outpaced category growth in the restaurant vertical and MasterCard effectively multiplied social engagement from 36,000 in 2012 to 1.3mm in 2013, generating significant online buzz.
Watch the award winning spot below!