The BRIT Awards is one of the biggest occasions on the British music industry calendar. MasterCard were entering into their tenth year sponsoring the event and have enjoyed great success with the partnership over the years. Their brief was simply to celebrate their sponsorship with the BRITs by creating a campaign to surround the event that would drive traffic to a website and offer consumers the chance to win exclusive BRITs themed prizes.

The brief called primarily for a set of sponsorship idents to surround BRITs programming. However we decided to use the idents in a completely new way. Rather than simply book ends to the commercial break, we used them as a spring board for a massive Dance Off campaign, aiming to direct consumers to Pricelessdnaceoff.com, where they could watch more the dancers and vote for the winner. Voting for the winner gave viewers the chance to win exclusive prizes.

Online advertising promoted the opportunity for visitors to win prizes if they went to the site and voted for a winner.

The website had over 130,000 unique visitors over a 4 week period. This was three times more than during the most successful campaign MasterCard had previously run along a similar theme. The 2 days around the awards saw the website achieve more hits than MasterCard.co.uk got in a year. Rather than using sponsorship to raise awareness, MasterCard used this platform to drive direct one to one communication with its audience, with dwell times of nearly 2 minutes for the average visitor to the site.