Agency: Universal McCann
Universal McCann has brokered an online campaign to celebrate MasterCard’s sponsorship of the world famous Brit Awards which takes place on February 20.
For the first time ever MasterCard’s sponsorship will include real-life ‘dance offs’ which will be aired during the idents.
From the beginning of February the Dance Off, which is part of the “Priceless” campaign, will feature members of the public performing their own unique ‘moves’ in a bid to secure their 15-seconds of fame.
Archive and off cut footage of the Dance Off will also be hosted online at pricelessdanceoff.com
In true talent reality show style people can also vote for their favourite dancer via the site.
The project 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, added, "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.”