SUMMER MUSICLeveraging Music to Drive Usage

MARKETING IMPERATIVE

- Continue to carve out a unique and ownable space in music that is tied to

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

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2 0 0 9 S u M M e r M u S i C P r o M o t i o n a l C o n C e P t S

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

memorable experiences that we can all relate to.

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.

a n D M u S i C t r a n S F o r M

C o M P e t i t i o n

t H e i n S i G H t

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MasterCard understands that our target

looks to “share the love” that music

generates with the people in their lives

who matter most.

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t H e M a S t e r C a r D B r a n D t r u t H

t H e C o n S u M e r t r u t H

t H e B r a n D P l a t F o r M

SHARE YOUR MUSICAL STAGE

“Priceless” has transformed a financial services

company into one in the emotional business of

promoting “everything that matters in life.” it

appeals to our desire to transform the ordinary

into the extraordinary. So music, for MasterCard,

must be a Priceless, transformational experience

that intimately matters.

“i feel like i was inside the music.”

Music is an important part of our target’s life.

it inspires them, defines them, emotionally

charges them. Whether it’s digital music

downloaded to a computer or MP3 player, music

experienced live, from CDs, or old-school vinyl,

music is an authentic, truly personal experience

that allows them to share a piece of themselves.

and more than anything, our target looks to

“share the love” that music generates with the

people in their lives who matter most.

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.

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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

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

u 2 i n t H e u K , u n P l u G G e D

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ADVERTISING

- Program supported via national tV and Print campaign

- Bring to life via motion and sound-based advertising

• Motion-sensitive floor and OOH that plays music when you walk by

• Bluetooth advertising allows you to download songs or receive discounts

• Print that has sound and drives to web for free or discounted songs

MEDIA

- Sponsor u2 unplugged and other relevant programming on top

music networks

- activate via travel-based media and partners

- Signage within international terminals & baggage claims

- Provide free music for passengers, branded earphones, etc.

PR- Winners can blog live from the event on priceless.com

CUSTOMER EXTENSION: CHASEunplug with MasterCard and Chase!

- Sign up and activate your Chase MasterCard card and receive a free Sirius satellite radio receiver and 6-month subscription

MERCHANT EXTENSION: BEST BUYGet 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

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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!

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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

- 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- Consumers can watch the progress of the rebuilding effort in real time

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

H e l P u 2 a n D M a S t e r C a r D r e B u i l D a n a M e r i C a n C i t Y

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ADVERTISING

- Program supported via national tV and Print campaign

- Bring to life via motion and sound-based advertising

• Motion sensitive floor and OOH that plays music when you walk by

• Bluetooth advertising allows you to download songs or receive discounts

• Print that has sound and drives to web for free or discounted songs

MEDIA

- leverage social networking sites to create “teams” that can help raise

money for the cause

- Develop tV vignettes showcasing u2 band members talking about their

commitment to the cause

- Sponsor relevant tV networks and shows (HGtV, Discovery, etc.)

PR

- u2 band members and winners can blog live from “the town that rock

Built” on priceless.com

- Create street teams that distribute branded, reusable grocery bags at music

festivals, stores, etc.

- opportunity to leverage other MasterCard sponsorship assets (MlB, nFl

teams, PGa, SoundStage, etc.)

CUSTOMER EXTENSION: HSBC

HSBC Helps Your town

- every time you use your HSBC MasterCard card, HSBC is going to donate $X

to help rebuild the music programs in your local schools

- Plus, you’ll be entered into a sweeps to win the musical instrument of your

choice from Best Buy

MERCHANT EXTENSION: THE HOME DEPOT

rock the House with MasterCard and the Home Depot

- every swipe of your MasterCard card at the Home Depot is a $X donation to the

“town that rock Built” rebuilding effort

- Plus, MasterCard is going to guarantee that one Grand Prize winner will come

from consumers who use their MasterCard card at the Home Depot

MERCHANT EXTENSION: BEST BUY

rebuild Your Music library at Best Buy

- use your MasterCard card at Best Buy for a chance to win a free lifetime pass to napster

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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

MasterCard and its partners!20

C r e a t e t H e W o r l D ’ S G r e a t e S t r o C K B a n D

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”

- 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

- one Grand Prize winner per week gets a trip to the 2010 Grammy awards to

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”

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ADVERTISING

- Program supported via national tV and Print campaign

- Drive consumer engagement via interactive advertising

- times Square billboard showcasing musicians and encouraging consumers

to text in their vote

- interactive banner ads that portray various band combinations

MEDIA

- Partner with satellite radio or streaming music service to create a MasterCard

Grammy channel

- Partner with Facebook’s graffiti application to allow consumers to create band

posters, album covers, etc.

- Develop an online application or widget that constantly updates with the latest

voter tallies

- allow voting at atM booths across the country

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PR

- Proceeds from the super band’s live “single” can be donated to charity

- allow winners to join the band on-stage at the Grammys

- Winners can blog live from the event on priceless.com

CUSTOMER EXTENSION: CITIBANK

Win a trip to the Grammys from Citibank

- use your Citibank MasterCard card for a chance to win a ViP trip to the Grammy awards

MERCHANT EXTENSION: BEST BUY

Host the ultimate Grammy Party with MasterCard and Best Buy

- use your MasterCard card at Best Buy for a chance to win a home entertainment

upgrade (HDtV, Blu-ray player, surround sound, etc.) and a catered “red carpet” Grammy

party at your home

- 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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