In the US, 50% of men and 33% of women are likely to develop cancer; nearly everyone knows someone who’s battled the disease. MasterCard has partnered with Stand Up To Cancer (#SU2C) for five years, and for eight weeks during the summer, when cardholders paid for meals with their card, MasterCard made a one-cent donation to SU2C, with a goal of $4 million. For 2015, we needed to increase awareness and mobile consumers while inducing 400 million dining-related transactions.US
STRATEGY AND OBJECTIVE
Our target, Working Moms, strives to live a balanced life. They actively post, share and comment online. Given their busy life, the Internet, mobile devices and social media are integral parts of their “connection toolbox.” Proprietary data uncovered that 68% of Working Moms admire compassionate traits and 54% favor companies that give back to the community. We asked our target a simple question, who do you #StandUp4? Utilizing social, Working Moms – and their friends – showed support by writing the name of that person on a placard and sharing it with the world on Twitter, Facebook and Instagram. Digital, paid social and TV ran simultaneously with social, with all channels inviting viewers to participate on social media or by dining out. Simultaneously, we created “Priceless Tables,” high-viability, priceless dining experiences for consumers in 10 cities. Priceless Tables gave people a place to gather, support, share and connect with cancer survivors, making it a truly personal experience in priceless locations including Carnegie Hall, on top of the world at 360 Chicago or on the field at Dodger Stadium, while celebrity chefs catered the meal.