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Mastercard Uses Storefront To Promote Online Site
02 Sep 2010 Posted by Market and Main Media
MasterCard is promoting its MarketPlace e-commerce site with a robust, multi-channel campaign that includes TV, print and online ads as well as an out-of-home component. The credit card brand has set up interactive displays in busy retail locations in select cities (New York, Chicago, Miami and Philadelphia). The motion-activated storefront displays sense when a pedestrian walks by and then shows images like a laptop, a purse or a sneaker along with taglines like: “A Smarter Way to Shop Online” and “Where Bargains Find You.” Shoppers can subscribe to MarketPlace’s RSS feed to view the latest offers and email them to their own accounts. In addition, digital efforts include tweeting “overwhelming” daily deals that are offered on the site.
The purpose of integrating an out-of-home campaign centered in the retail space was, as Cheryl Guerin, MasterCard’s SVP of digital marketing, put it, “to capitalize on consumers’ dual online-offline shopper behavior.” Guerin added that by “directly placing the MasterCard MarketPlace ‘shop smarter’ message within the physical brick-and-mortar shopping experience” the brand hopes to gain consumers’ attention both offline and online.
The storefront piece of this integrated campaign represents the first time MasterCard has used an interactive outdoor initiative to support a larger marketing push. The campaign will wrap up at the end of this month.
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