The Challenge
Leverage MasterCard’s 2012 partnership with Disney by creating a toolkit of promotional activity that could be distributed via the MasterCard central online hub for merchants and issuers to use across retail and banking environments.

The Insight
Exclusive, once-in-a-lifetime experiences provide a powerful incentive for engagement and participation.

The Idea
Create a series of bespoke ‘Priceless’ Disney experiences that were not available to the general public, bringing the partnership to life in a compelling and distinctive way.

Execution
In collaboration with Disneyland Paris, a range of exclusive experiences and prizes were developed and packaged into a toolkit for use by merchants and issuers.

These included the opportunity for a child to open the gates to Disneyland with Mickey and be the first into the park, switch on the Christmas tree lights during festive celebrations, and lead the Disneyland Paris parade alongside Mickey and other Disney characters.

The toolkit was designed for easy adoption across multiple channels, enabling consistent activation of the MasterCard ‘Priceless’ platform at scale.

Result
Delivered a scalable promotional toolkit for widespread use across merchants and issuers

Created unique, high-value experiences aligned to the ‘Priceless’ platform

Strengthened the MasterCard and Disney partnership through exclusive activation