Grammy Awards sponsor Mastercard wanted to thank music’s unsung heroes – the fans – while promoting Masterpass, its streamlined digital wallet.

We launched #ThankTheFans, an experiential campaign that drove Masterpass awareness and transactions, secured earned media impressions, built cardholder loyalty, strengthened B2B relationships, raised money for its long-standing charitable foundation, MusiCares, and tied everything to the Grammy Awards – music’s biggest night.

#ThankTheFans campaign featured a “Thank the Fans House” at Gibson Brands Sunset, where music fans could watch emerging artist performances and use Masterpass.

Our Approach

The Crowd Goes Wild

At “Thank the Fans House” at Gibson Brands Sunset, fans could use Masterpass for deep discounts on vinyl, with proceeds going to the MusiCares charitable foundation and, a broadcast promotion during the Grammy telecast that gave cardholders deep discounts from online merchants. Social, digital, mobile, TV and email advertising drove consumers to #ThankTheFans microsite and Priceless Surprises were doled out in Los Angeles during Grammy week, giving fans another layer of unique rewards. Additionally, Mastercard B2B guests attended cocktail receptions and panels, MusiCares Person of the Year Gala honoring Tom Petty, Clive Davis Pre-Grammy Gala and Mastercard Post-Grammy Party. The crowds went wild, with more than 2,650 guests visiting the “Thank the Fans House” and social media reaching more than 833,000 consumers, plus more than 50 press outlets covering the campaign.


Crowd Goes Wild during the three-day, four-night “Thank the Fans House” activation.


Guests visited “Thank the Fans House”


Press Outlets Covered the Campaign