MasterCard’s Latest Priceless Experience Sets a New Bar

BrendanKneeland

Lead Producer, Creative Content , Activation

What’s more Priceless for a Chicagoan than tickets to the Packers and Bears game? A great tailgate, sure, but what about hanging out with a Bears legend?

The MasterCard Priceless Cities program provides amazing, one-of-a-kind experiences to its loyal consumers. In this iteration of Priceless Chicago, MasterCard sold just 20 passes to the tailgating experience of a lifetime. Guests were treated to great food and most importantly, a chance to hang out with Dan Hampton, the defensive star of the 1985 Bears Super Bowl victory. They were also treated to Bears footballs, signed by Hampton himself. The whole thing happened in and around a massive 3-story trailer in the Adler Parking Lot near Soldier Field.

The event was promoted utilizing digital banners on CBS Local sites and the passes sold out in a matter of days.

The Bears and Packers rivalry dates back to 1921 and is one of the oldest rivalries in the league. The Bears currently have the lead in overall wins against the Packers, but not by much – making the rivalry that much more exciting.

My colleague Michael Hermalyn and I had the pleasure of interacting with the MasterCard VIPs and Dan Hampton to experience the event ourselves, and to get real-time feedback. I spoke to one of the attendees who told me it was beyond any tailgate experience he (or his two sons, for that matter) ever experienced. It really stuck with me.

That’s the magic of local, experiential marketing. Connecting people with their hometown heroes for one of the most exciting events of the year is an amazing feeling. And for fostering life-long brand loyalty, it’s not too shabby either.

Check out some photos below.

mastercard priceless chicago