Multimedia Resources, an interactive media consulting and marketing agency, announced last week that an online promotion that the agency created won a bronze Reggie award at this year’s Reggie ’98 Awards competition. The award was presented here at Update ’98, a promotions marketing conference hosted by the Promotion Marketing Association (PMA). Multimedia Resources was presented a bronze award in the Interactive Promotion category for creating MasterCard’s “Future of Money” promotion on the Internet.
The objective of Multimedia Resources’ campaign for MasterCard was to begin to establish MasterCard as a leader in electronic commerce on the Web among consumers and merchants. The promotion was launched during the 4th quarter of 1997 when shopping patterns are at their peak. Multimedia Resources focused on building awareness on the Internet of MasterCard’s brand position, “The Future of Money.”
The PMA Reggie competition identifies and honors the best marketing promotion programs of the year. The competition features ten categories of awards, which are based on a broad range of promotion types and budgets.
“This award recognizes that the category of interactive promotion has become a powerful, if not indispensable, tool in today’s overall marketing landscape,” said Lynn Branigan, co-founder of Multimedia Resources. “MMR worked to incorporate all the essential elements of a winning interactive campaign into this promotion. This includes brand building, consumer communications, and a value-added service in Shop Smart! that MasterCard can expand upon over time. This award is truly a credit to the many talented people who worked so hard to make MasterCard’s promotion a success.”
This multifaceted promotion was the largest program ever endeavored by MasterCard on the Internet. The promotion consisted of four key elements
— “See the Future Now” instant win game. An online game that highlighted card benefits now and in the future, with over 2400 prizes and eight sponsors
— The Shop Smart! decal. MasterCard’s decal was placed on merchant Web sites that use the best technology available today for safeguarding online transactions
— A promotional screen called “Shopping Now? Here’s How” that built awareness for the Shop Smart! decal and Shop Smart! merchants offering special values to MasterCard holders
— Customized media partnerships, which helped build awareness of the “Shop Smart! Decal and enhance merchant relationships through the creation of MasterCard preferences programs
“The results of this promotion surpassed all our expectations,” said Branigan. “The `See the Future Now’ game was played over 280,000 times by consumers, many who had an interest in electronic commerce. The number of people who chose to learn more about `Shopping Smart’ immediately after the game validated this interest. The results of the Shop Smart! program also exceeded expectations, especially in terms of the number of merchants participating in the pilot program. The initial goal of the decal program was to have a dozen merchants sign on to participate. MasterCard’s decal ended up on over 100 merchant’s Web sites within 10 weeks of the launch. In addition, Internet users who visited mastercard.com stayed there twice as long as they did before the promotion began.”
The fourth quarter promotion built the brand by creating a leadership position on the Internet for MasterCard in a program promoting online commerce to consumers and merchants. The “See the Future Now” instant win game and the “Shop Smart!” decal worked synergistically to provide an environment that encouraged people to get involved in the new commerce trends. These programs served to establish MasterCard as the authority on the best ways to shop online today. The large number of participants, both consumers and merchants, and the time spent on the MasterCard Web site demonstrated the promotion’s success in building the brand.
MasterCard International, a payments company with one of the world’s most recognized brands, is dedicated to helping more than 23,000 financial institutions around the world offer consumers a variety of payment options. MasterCard remains focused on helping to expand acceptance of its global brands (MasterCard(R), Maestro(R), Mondex(R) and Cirrus(R), the world’s largest ATM network) and maintaining reliable, secure networks facilitating global value exchange. MasterCard has 400 million credit and debit cards that are accepted at more than 14 million merchant, cash and ATM locations worldwide. In 1996, gross dollar volume generated exceeded $550 billion. MasterCard can be reached through its World Wide Web site at .
Multimedia Resources, LLC, is an interactive consulting and marketing agency developing business opportunities in interactive media. The company, based in Larchmont, New York, has a worldwide client base of over 60 companies, represented by large corporations and Internet start-ups. Multimedia Resources’ expertise in business development, relationship building, marketing services and technology innovation has been applied to a broad array of clients in the financial services, travel, computer, media and direct marketing industries.Details