MasterCard launches their â€œPriceless Sydneyâ€ campaign with a big bang in newspapers.
MasterCard launches their “Priceless Sydney” campaign with a high impact transparent newspaper cover wrap and maximises engagement with the use of AirLink.
The translucent cover wrap is rarely used, giving the campaign a novelty and sense of occasion, which is fitting of this campaign, where the purpose is to introduce consumers to a new programme that provides unique and exclusive offers and privileged access and experiences to the best the city has to offer.
The ‘Priceless Sydney’ launch campaign also makes use of the brand new AirLink technology, which connects the print ad to related video content. The technology adds an extra dimension to both engagement and interactivity by taking the static printed product and offering an enriched experience through video content.
AirLink technology, or “QR code on steroids”, was launched to the public on Friday, May 19 2012. This is the first an advertising campaign that has featured the technology. The technology is used editorially to link the printed product to additional digital content like video, photographic and editorial content on their iPhones.