MasterCard's 'Priceless Remakes' At 2013 BRIT Awards

Last month we analysed MasterCard’s ‘Priceless Remakes’ campaign which fronted its BRIT Awards 2013 sponsorship activity and this week saw the culmination of the project during the 20 February ceremony at the O2 Arena.

During ITV’s ceremony broadcast on Wednesday night, MasterCard aired three 60-second ads that were remakes of pop videos from singing stars Conor Maynard, Rita Ora and Delilah.

The one-minute Priceless Remake TVCs were cut from the final edits of MasterCard’s competition search offering fans the chance to recreate (and sing on) their favourite stars music videos.

Of course, midway through the recording the star themselves appeared – much to the surprise and delight of the fan.

The campaign, which was developed by MasterCard agency McCann London and with media planning and buying by UM, kicked-off back in early January with the brand asking fans to upload videos of them singing the relevant tracks.

In addition to the three central Priceless Remakes music video ads, MasterCard also pre-released a set of short teaser films for each of the three remake projects a week before the ceremony

it also ran a full set of 10-second awards broadcast bumpers which were also drawn from the campaign,

plus it created online ‘Making Of’ webfilms.

Comment:

MasterCard certainly made the most of the video it created through the initiative providing a vast range of film content from the remade music vidoes themselves, to 60-ssecond ads, bumpers and blipverts, teaser films and ‘making of’ clips.

If reach is anything to go buy, then the sponsor will be pleased by the viewing data for ITV’s coverage of the BRITs 2013.

The show attracted more than 6.5m viewers and it peaked at 7.5m (with a 26.8% share) – making it the most watched BRITs ceremony for 10 years.

Links

MasterCard Something For The Fans Campaign Website

http://www.somethingforthefans.co.uk/Desktop

Priceless Remakes Conor Maynard SetUp

http://www.youtube.com/watch?v=Ddum5McrkCs

Priceless Remakes Conor Maynard Fan Interviews

http://www.youtube.com/watch?v=X9-Jfj6VAg0

Priceless Remakes Conor Maynard Remade By Winner Medy

http://www.youtube.com/watch?v=ccSE5JdzpOU

Priceless Remakes Rita Ora Remade By Winner Sionga