CHALLENGE

MasterCard wanted to drive registrations for its benefits platform among World and World Elite cardholders, build buzz and awareness of the platform, which would ultimately increase transaction frequency and develop a brand preference for the MasterCard brand.  With this campaign, MasterCard was looking to position themselves as a provocateur of insightful, unexpected food & dining experiences that give the affluent in New York more local discoveries in their city.

SOLUTION

WSJDN Digital Marketing built a 360° digital experience where MasterCard leveraged the expertise of NYC’s most elite writers to uncover and provide exclusive access to Manhattan’s Hidden Gems in the world of food and culinary arts.  Content included RSS Feeds from Greater New York’s Lunch Box and a dynamic Top 10 list from two well-known food bloggers in the industry.  A custom microsite called Hidden Gems was the focal point of the program and multiple targeted traffic drivers were rotated across the WSJDN.