A campaign by Talker Tailor Trouble Maker & Studio La Plage
Mastercard aims to break a world record with the largest digital celebration ‘wave’ ever created on social media. The Mastercard #PricelessWave connects football fans and players to support their teams whilst watching the games from home.
For the first time, the quarters, semis and final of the UEFA
Champions League will be played in a tantalising two-week tournament.
With millions of fans worldwide watching the
UEFA Champions League via TV or streaming from home, Mastercard will elevate the fan experience by showcasing that a simple ball, a special game, and a unique event can start a celebration that has everyone jumping out of their seats and celebrating the very best that football has to offer.
Raja Rajamannar, chief marketing and communications officer, Mastercard said, “For fans of football, we know that a ball can Start Something Priceless®, from the excitement of a goal, to the sheer joy of the occasion. Since the beginning of the pandemic, we have needed to pivot quickly from physical to digital experiences, to reflect the changing environments we are living in.
By creating the Priceless Wave, we are reminding football fans everywhere that a ball can start a celebration and a celebration shared, even when apart, really is Priceless. Through this campaign we want to connect fans to their passion for football and their sporting heroes, by giving them an unforgettable experience, from the comfort of their homes. Mastercard is always striving to push the limits as a tech innovator, to create a truly memorable experience for the fans to celebrate the return of the UEFA Champions League by joining the #Priceless Wave.”
The TikTok Challenge
The bid to create the world’s largest wave and help fans everywhere celebrate their love of the game and their love of the tournament, will be amplified through a partnership with the world’s fastest growing social media platform, TikTok and be further leveraged across all social platforms including Instagram and Facebook. Kick starting the #PricelessWave challenge are football legends Fernando Torres and Marcel Desailly encouraging their fans to start the wave.
Fans can then take part in the #PricelessWave by accessing the challenge on TikTok and recording themselves. By raising their arms from the bottom of the screen to the top they will instantly be rewarded with the Mastercard football sonic as well as a confetti of football to encourage further celebration.
Mastercard is committed to creating meaningful connections with people and the #PricelessWave challenge was inspired by recent activity with Mastercard employees who shared their celebrations with each other as a reminder that we are all part of a bigger team.
The Priceless Wave concept was developed by Talker Tailor Trouble Makers long term studio partners, La Plage, a co-created product alongside TiKTok.