MasterCard Priceless Surprises
Following the success of the Priceless Surprises campaign, MasterCard has, just days ago, rolled out an accompanying mobile app. This app will enable the brand to trigger « moment-based » rewards using the Kiip Platform. MasterCard customers will receive “surprises” from the partners of the brand in real-time through pushed notifications on their mobile phones.
A New Definition of Loyalty:
With this new campaign, traditional strategies for loyalty programs have been put aside. In addition to their eventual purchases, MasterCard customers are directly rewarded for their engagement to the brand, based on their behaviors across the Mastercard online ecosystem (social media and MasterCard sponsored apps).
For customers, this approach seems more natural as engagement is tracked and rewarded every day. On the brand side, adding value to engagement helps build and develop loyal communities as well as strenghten brand awareness.
Ultra-Targeted Rewards Using The Mobile Environment
For every CRM program, data offered by consumers is key to send specific and targeted offers and information. While pushed notifications on mobile phones are known as one of the most efficient ways to do this, the mobile environment adds a decisive element: the ability to propose contextually relevant offers with geolocalization. For example, a consumer in a sports venue could receive dedicated rewards, such as free tickets for the next game or seat upgrades, based solely on where they are located.
Consumers are becoming overwhelmed by various messages coming from all types of brands. Combining consumer data with contextual data is a great advantage for a brand to stand out from the crowd.
Revenue Potential: 7.5
As adoption picks up, Revenue Potential is strong. The app will also anchor subscribers to Mastercard, given its apparent first-mover position, another important revenue metric.
Value to Brand: 7.5
Priceless Surprises is excellent for Mastercard. Value to mobile subscribers and partner marketers as well.
User Experience: TBD
Sadly, we have not yet experienced the app, and look forward to revisiting the review once we do. ApplePay and SamsungPay bode well for the app experience.