Partnership:

THE GRAMMY AWARDS and MasterCard

Description:

National Academy of Recording Arts teamed up with MasterCard for the 58TH ANNUAL GRAMMY AWARDS. MasterCard created a weeklong celebration of music for its cardholders. To start the week off, MasterCard held a concert on Tuesday, February 9, 2016 with Grammy award winner Jess Glynne at The Sayers Club. On Wednesday, February 10, 2016 they offered a concert with the DJ duo the ChainSmokers and R&B singer Miguel, Thursday, February 11, 2016 they presented a show at Create with DJ Kygo. On Friday, February 12, 2016 they held a rooftop party at Perch. To finish the week on Sunday, the day before the Award show, MasterCard held a cocktail reception at Capitol Records Studios with guest Diane Warren and YouTube star Troye Sivan.


In conjunction with the concerts, during the week leading up to the award show, MasterCard’s Glam Squad toured LA in the Rock the Red Carpet Truck, a mobile red carpet experience where cardholders were able to go from their everyday look to red carpet-ready. Cardholders had to follow @MasterCard on Twitter and Instagram to find out where the truck was each day. A group of lucky winners also received tickets to attend The Grammy Awards.

Partnership Opportunity:
THE GRAMMY AWARDS/Music
Partner/Category:
MasterCard /Financial & Insurance
Timing:
February 1st Quarter 2016
Target:
Male
Female
Teens
Family
Adults 18-24
Adults 35-44
Adults 45-54
Adults 55+
Adults
Promotional Elements:
Event / Activation / Experiential
Contest / Sweepstakes
Media Elements:
Mobile
Online
Social Media
Created On:
2020-11-30
Last Modified on:
2016-03-07
Companies Involved
Tuck

Were you involved in this partnership?

Click this button to tag yourself on this partnership.

I worked on this program


(add to your profile)
Chat

If you're having issues logging in, click here to contact us.

You have used of 5 free views remaining for the week...

...please or create a free profile to see more.