1. SUMMER MUSIC
Leveraging Music to Drive Usage

2. 2009 SuMMer MuSiC ProMotional ConCePtS
MARKETING IMPERATIVE
- Continue to carve out a unique and ownable space in music that is tied to 2
MasterCard’s® authentic and genuine brand equity
PROGRAM OBJECTIVE
- Drive usage of and preference for MasterCard during the Summer
promotional period through a fully integrated marketing effort
leveraging music
CONSUMER STRATEGY
- Position MasterCard as the best way to pay for everything that matters
in music
CUSTOMER & MERCHANT CONSIDERATIONS
- Develop music-themed extensions to the national promotion that can be
leveraged by MasterCard’s Customers and Merchant partners

3. CoMPetition
tHe inSiGHt
Music is a universal language – one that unites each and every one of
us together. no matter the genre, whether it’s live or recorded, listened
to loudly or softly, with others or alone, music has the ability to affect
us profoundly: inspiring us, helping us express ourselves, allowing us
to share a piece of ourselves and providing genuine, authentic and 4
memorable experiences that we can all relate to.
anD MuSiC
tranSForM
Music is experience. MasterCard is experience, too. So it’s only natural
that MasterCard can bring each of us on an experiential journey “inside
the music,” in more ways than one.

4. tHe MaSterCarD tHe ConSuMer trutH
BranD trutH
Music is an important part of our target’s life.
“Priceless” has transformed a financial services it inspires them, defines them, emotionally
company into one in the emotional business of charges them. Whether it’s digital music
promoting “everything that matters in life.” it downloaded to a computer or MP3 player, music
appeals to our desire to transform the ordinary experienced live, from CDs, or old-school vinyl,
into the extraordinary. So music, for MasterCard, music is an authentic, truly personal experience
must be a Priceless, transformational experience that allows them to share a piece of themselves.
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that intimately matters. and more than anything, our target looks to
“share the love” that music generates with the
“i feel like i was inside the music.”
people in their lives who matter most.
MasterCard understands that our target
looks to “share the love” that music
generates with the people in their lives
who matter most.
tHe BranD PlatForM
SHARE YOUR MUSICAL STAGE

5. 8
this Summer, MasterCard is giving you the chance to win a truly priceless musical experience.
eight lucky cardholders and their friends will board a private jet and travel across the pond to
see something unprecedented — a never-been-done-before MtV unplugged performance
by u2! to celebrate the 20th anniversary of unplugged, MasterCard and MtV will create
this one-night, once-in-a-lifetime opportunity to see the world’s biggest rock band like never
before. Plus, winners will get ViP Passes to a special backstage after-party event!
u2. uK. You could be there.

6. NATIONAL PROMOTION
- one Grand Prize winner per week gets a ViP trip to see u2 unplugged
in the uK and a chance to meet the band backstage
- 10 First Prize winners each week will receive a “u2: live and unplugged
in the uK” album, autographed by the band
ONLINE ACTIVATION
- Consumers vote on priceless.com to determine the playlist for u2’s 10
unplugged performance
- Cardholders can experience the show live via streaming video on
priceless.com or their wireless phone
- Partner with rhapsody to offer free MtV unplugged downloads via a
daily instant win game
u2 in tHe uK, unPluGGeD

7. MEDIA
- Sponsor u2 unplugged and other relevant programming on top
music networks
ADVERTISING
- activate via travel-based media and partners
- Program supported via national tV and Print campaign
- Signage within international terminals & baggage claims
- Bring to life via motion and sound-based advertising
- Provide free music for passengers, branded earphones, etc.
• Motion-sensitive floor and OOH that plays music when you walk by
PR
• Bluetooth advertising allows you to download songs or receive discounts
- Winners can blog live from the event on priceless.com
• Print that has sound and drives to web for free or discounted songs
CUSTOMER EXTENSION: CHASE
unplug with MasterCard and Chase!
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- Sign up and activate your Chase MasterCard card and receive a free Sirius
satellite radio receiver and 6-month subscription
MERCHANT EXTENSION: BEST BUY
Get Your Backstage Passport Stamped at Best Buy and you could Win!
- use your MasterCard card at Best Buy and receive a “virtual passport” code
on your receipt
- Go to priceless.com and register for your “virtual passport”
- enter the code from your Best Buy receipt and receive a “virtual passport stamp”
- each stamp equals a free music download from napster and an entry into a
daily sweepstakes for a limited edition MP3 player, preloaded with u2’s
unplugged performance

8. 14
each year, random acts of nature effect people and their communities across the country. in the past,
musical artists have responded to help raise money. But this year, u2 and MasterCard are going to
actually raise a hammer to make a difference.
We’re going to work together — and we literally mean “work”— to help rebuild one of these
communities in need. and once we’re through, we’re going to celebrate with a live concert that’s
going to help put this town back on the map!

9. NATIONAL PROMOTION
- one Grand Prize winner per week gets to spend a week working side-by-
side with u2 and MasterCard employees, culminating in a nationally
televised concert
- 10 First Prize winners each week will receive a limited edition “liVe from the
town that rock Built” album and autographed poster
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- Plus, MasterCard will donate a portion of every transaction during the
promotional period to the rebuilding effort
- opportunity to partner with the Home Depot and Habitat for Humanity on a
national level
ONLINE ACTIVATION
HelP u2 anD MaSterCarD - Consumers can watch the progress of the rebuilding effort in real time
reBuilD an aMeriCan CitY on priceless.com
- Plus, consumers can make a donation to the cause on priceless.com
using their MasterCard card and receive music-themed gifts as a thanks for
their contribution

10. CUSTOMER EXTENSION: HSBC
ADVERTISING
HSBC Helps Your town
- Program supported via national tV and Print campaign
- every time you use your HSBC MasterCard card, HSBC is going to donate $X
- Bring to life via motion and sound-based advertising
to help rebuild the music programs in your local schools
• Motion sensitive floor and OOH that plays music when you walk by
• Bluetooth advertising allows you to download songs or receive discounts - Plus, you’ll be entered into a sweeps to win the musical instrument of your
• Print that has sound and drives to web for free or discounted songs choice from Best Buy
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MEDIA
MERCHANT EXTENSION: THE HOME DEPOT
- leverage social networking sites to create “teams” that can help raise
rock the House with MasterCard and the Home Depot
money for the cause
- every swipe of your MasterCard card at the Home Depot is a $X donation to the
- Develop tV vignettes showcasing u2 band members talking about their
“town that rock Built” rebuilding effort
commitment to the cause
- Sponsor relevant tV networks and shows (HGtV, Discovery, etc.) - Plus, MasterCard is going to guarantee that one Grand Prize winner will come
from consumers who use their MasterCard card at the Home Depot
PR
- u2 band members and winners can blog live from “the town that rock
Built” on priceless.com
MERCHANT EXTENSION: BEST BUY
- Create street teams that distribute branded, reusable grocery bags at music
rebuild Your Music library at Best Buy
festivals, stores, etc.
- use your MasterCard card at Best Buy for a chance to win a free lifetime pass
- opportunity to leverage other MasterCard sponsorship assets (MlB, nFl
to napster
teams, PGa, SoundStage, etc.)

11. What if you could put together the greatest rock band in modern history? this Summer, MasterCard
and the Grammys are going to make it possible. With the help of MasterCard cardholders everywhere,
we are going to assemble a “super band” made up of Grammy award-winning artists. and, in what
will be their only live performance, the band is going to play before millions of viewers at the 2010
Grammys – where they’ll announce to the world that their new single will be offered exclusively through
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MasterCard and its partners!

12. ONLINE ACTIVATION
- Consumers vote for their ultimate fantasy band members on priceless.com,
choosing from a list of Grammy award-winning artists
- each vote is an entry into a daily sweeps for a merchant partner prize
- MasterCard and the Grammys will assemble the musicians with the most
votes to create a “super band”
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- Final band kept a secret until Grammy reveal
- Plus, consumers can create their own musical “mash-ups” on priceless.com
using Grammy award-winning songs
NATIONAL PROMOTION
Create tHe WorlD’S - one Grand Prize winner per week gets a trip to the 2010 Grammy awards to
GreateSt roCK BanD
see the band’s only live performance and meet them backstage
- 10 First Prize winners each week will receive a prize package that includes
autographed memorabilia from each of the artists in the “super band”

13. ADVERTISING
- Program supported via national tV and Print campaign PR
- Drive consumer engagement via interactive advertising - Proceeds from the super band’s live “single” can be donated to charity
- times Square billboard showcasing musicians and encouraging consumers - allow winners to join the band on-stage at the Grammys
to text in their vote - Winners can blog live from the event on priceless.com
- interactive banner ads that portray various band combinations
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MEDIA
CUSTOMER EXTENSION: CITIBANK
- Partner with satellite radio or streaming music service to create a MasterCard
Win a trip to the Grammys from Citibank
Grammy channel
- use your Citibank MasterCard card for a chance to win a ViP trip to the Grammy awards
- Partner with Facebook’s graffiti application to allow consumers to create band
posters, album covers, etc.
MERCHANT EXTENSION: BEST BUY
- Develop an online application or widget that constantly updates with the latest
Host the ultimate Grammy Party with MasterCard and Best Buy
voter tallies
- use your MasterCard card at Best Buy for a chance to win a home entertainment
- allow voting at atM booths across the country
upgrade (HDtV, Blu-ray player, surround sound, etc.) and a catered “red carpet” Grammy
party at your home

14. - Drives usage
- Builds brand credibility and modernity with consumers, issuers & merchants
- adds excitement to the brand
- Provides “evergreen” solutions that could be refreshed year upon year
- excites the music industry and creates tremendous buzz
- engages our consumers with a fully-surrounding experience in a way that relates to the
way they consume and interact with music today
- tremendous priceless.com content
- Provides a sense of escapism during difficult economic times
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