If you are a MasterCard cardholder you can feel the force before it awakens.

MasterCard creates a unique LIVE audiovisual experience to surprise cardholders.

A classical music concert in Moscow State Conservatory was interrupted by the appearance of Darth Vader and storm troopers. The John Williams’ infamous “Imperial March” from Star Wars official soundtrack was performed live by Symphony Orchestra instead of the announced program. A large-scale 3D-mapping projection turned the classic interiors of Moscow Conservatory into a Star Destroyer spaceship during the performance. A video case from the event went viral creating big media buzz in Russia (unfortunately, video use outside the country was restricted by the rights holders).

Thanks to the user-generated content posted on the Web, the news of the Priceless Surprise spread across online media and the federal TV channels the following morning. In the next few days, the post with unofficial video from the event was shared by 260 popular news blogs in Russia. When the official video was posted on YouTube, it gained 3.2m views in a week and became the second most popular video on Russian YouTube. Moreover, it created a huge media buzz and earned over 200m impressions. Now MasterCard cardholders know that their card can be a pass to something bigger than money.