What Mastercard's PRICELESS Restaurant Experience Says About The Future Of Brand Loyalty
Summary
Today’s consumers are bombarded with thousands of brand messages every day, and they are responding by deploying ad blockers and signing up for ad-free subscriptions. We are doing this by focusing on the things that they enjoy—we call them passions—like music, sports and food, with the goal of creating such amazing, unique experiences that then move them to share our story and organically become our brand ambassadors. At PRICELESS, for example, a sonic branding concept featuring custom tracks captures the essence of each signature location, including the sound of Chef Watanabe’s sword blades, the Indian Ocean’s tide rising and falling at The Rock and the ice cubes dropping in the highball glass at Lyaness, while weaving in the Mastercard sonic identity. With close to 2 billion Mastercard cardholders globally, we have long tapped into consumers’ culinary passions by creating one-of-a-kind experiences intended to indulge the senses and, in turn, drive emotional connection and loyalty to the brand. Over the past five years, we have held hundreds of exclusive Priceless Table meals for cardholders in landmark locations worldwide, including on top of a billboard in Times Square, in the American Museum of Natural History, at Christ the Redeemer in Rio, and atop Palazzo Beltrami in Milan.