MasterCard is an electronic payments processor. Banks issued the cards and have the relationship with consumers. Our brief was to find a way for MasterCard to interact directly with cardholders, to put a little priceless into their lives.

We created Priceless Surprises, a whole new kind of reward program that's less predictable and more fun. We passed out big surprises like Justin Timberlake ringing the doorbell of an unsuspecting fan and Pharrell walking into a kindergarten teacher's class. Plus, thousands of smaller ones like free cupcakes on JT's birthday and one-on-one lunches with venture capitalists for South by Southwest attendees. We invited people on social media to share suprises they'd given - and the ones they wanted most.

In less that 4 months, 500,000 people have used the Priceless Surprises hashtag. 43,000 surprises have been passed out around the world. Businesses from Uber to Magnolia bakery have joined in. The program is gaining momentum around the world.

For more than a decade, MasterCard has celebrated the priceless moments in life. Through Priceless Surprises, we can actually help people create and share those moments that they will never forget.