Debit MasterCard Priceless Music has renewed its support as exclusive sponsor of Australia’s most memorable live performance series, The Take 40 Live Lounge. Having outgrown the original studio format of previous years, 2012 sees the event move into a new performance space so more people can enjoy an unique experience with one of their favourite artists. The four-part series kicks off in June with Simple Plan performing at The Standard in Sydney.
The fully integrated campaign has been created by MCM Media to help drive and reward Debit MasterCard usage amongst the Gen Y audience. The events will be promoted across the MCM Media consumer brands (Take 40 Australia, The Hot Hits Live from LA, Party People), and tickets can only be purchased via Debit MasterCard. The shows will then be filmed and packaged up for television, online, mobile, radio and social.
Exclusive content will be featured on the Debit MasterCard Priceless Music Facebook page, as well as a dedicated branded page within the Take 40 Australia site featuring full programs, track by track streams, behind the scene interviews and photo galleries.
In addition, the branded content will be available through the Digital Entertainment Network (DEN) – MCM Media’s online video platform offering high quality music and entertainment content on an advertiser funded basis, which is syndicated across 55 of Australia’s leading entertainment sites including news.com.au, ninemsn and Yahoo!7.
“We are very excited to be working with MCM Media again in 2012, continuing with our successful sponsorship of the Take 40 Live Lounge” says Michelle Pilot, VP Brand Marketing, MasterCard Australia. “Priceless Music is now in its fourth year and allows Debit MasterCard to connect with the youth audience through one of their main passions – music. The Take 40 Live Lounge is a key component of the 2012 campaign, giving only Debit MasterCard cardholders the opportunity to experience some of the best local and international acts up close and personal.”
MCM Media’s Strategy Director, Greg Tremain, says the partnership has been successful because it aligns two complimentary brands. “The Take 40 Live Lounge is the embodiment of what Debit MasterCard Priceless Music is all about. MCM Media’s ability to then extend the experience across radio, digital, free to air TV and social platforms ensures that MasterCard can effectively target their key market in the spaces most relevant to them.”
The Take 40 Live Lounge launched six years ago and has presented some of Australia’s favourite international and local performers including; LMFAO, Jessie J, Panic! At the Disco, Little Red, Washington, Maroon 5, Jason Derulo, Kelly Clarkson and Good Charlotte