MASTERCARD THE PRICELESS CLAN

Brand Experience

Brief

Since 2018, Mastercard is the only global League of Legends sponsor. So, when the biggest gaming event in the World - Gamers8 - was happening in Saudi, Mastercard thought it was the perfect opportunity to leverage its partnership with the gaming title.
But after months of work and a full-fledged campaign ready to go, the tournament announced that LOL wasn't part of their line-up, leaving us with a useless campaign and sponsorship deal.

Insight

Create the biggest unofficial game squad in the world and sneak our brand into dozens of games we theoretically didn't have a right to be in.

The Work

Every team has a name and squad colours. So, to join our clan, gamers needed to:

Add "priceless" to their nicknames and customize their avatars with the brand colors
Share a screenshot on twitter
Become part of the mastercard pricless clan, and unlocking a loot box with freebies and tickets to the event.

IMPACT

1.9M+

Minutes of content
87+

Minutes of brand exposure per viewer
32k+

Unpaid brand interactions
1M+

1M+ media dollars saved