MasterCard Backs Brits With Digital Dance Off

The online campaign for MasterCard’s sponsorship of the Brit Awards is a platform for real life dance offs which will be aired in the show’s idents.


The campaign, by Universal McCann, features a website hub at www.pricelessdanceoff.com and people can upload their own clips to the site. In true talent reality show style people will then vote for their favourite dancer via the site.


Dovetailing with the umbrella “Priceless” positioning, the creative features members of the public performing their own unique ‘moves’ in a bid for 15-seconds of fame. This will be cut with archive and off cut footage of the Dance Off – which will also be hosted online.


The initiative is being promoted through music and entertainment sites Virginradio, AOL, ITV, GCAP and Guardian in the lead up to the awards ceremony. Interactive display and editorial coverage will be targeted contextually to maximise relevancy and response.


Marketing Director MasterCard UK Ben Rhodes says ‘The BRIT Awards is a flagship sponsorship for MasterCard in music and entertainment. In our 10th anniversary year of sponsoring The BRIT Awards, what better way to celebrate the fun and enjoyment given by music than with a dance-off.’




From Britain’s Got Talent to X Factor and Got To Dance, consumer competitions are at the peak of the entertainment world’s popularity. Dance is certainly on trend across the entertainment space – from gaming to TV shows.


But is The Brits, Europe’s top music awards property, quite the right space for a dance-related initiative?







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