To ring in the New Year, Mastercard is giving everyone a chance to be featured on Times Square’s famous digital billboards during New York City’s New Year’s Eve events.
The company has launched its #PricelessNewYear campaign, asking consumers to post images of their holiday “priceless moments” on Facebook, Instagram and Twitter along with the #PricelessNewYear hashtag. According to Mastercard, it will display “the very best of all consumer generated content” on the famous Times Square billboards from 6:00 a.m. New Year’s Eve until the ball drops.
Mastercard says this campaign is its, “Largest integrated digital and social media campaign to date.” The company has already started curating consumer images on its website and social media accounts.
SHE SAID YES! Share your 2013 absolutely memorable moment using #PricelessNewYear pic.twitter.com/hTIhLKh2lH
— MasterCard News (@MasterCardNews) December 26, 2013
Beyond the social media and Times Square digital billboard content, the #PricelessNewYear campaign includes the following 30-second television spot “Arrivals” which will air on multiple US television networks, including ABC’s New Year’s Rocking Eve program.
Mastercard is also planning to run the ad on video screens within 7,000 New York City taxis through the end of the year.
“Taxi riders will be encouraged via digital banners to share photos and wishes on Twitter, Facebook, and Instagram using the #PricelessNewYear hashtag for a chance to have their photo appear in Times Square,” says Mastercard.
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