The “MasterCard 2009 Break in Your Jeans” campaign is rewarding cardholders with an opportunity to win a personally designed travel experience with those they cherish most, and a pair of jeans to break in along the way.
By using their MasterCard cards for everyday purchases between July 1 and August 31, cardholders are automatically entered for a chance to win a “priceless” escape and a pair of jeans to break in during their trip. Nine Grand Prize winners — one per week throughout the promotion — will receive a pair of jeans and a five-day/four-night trip for the winner and three guests to a destination of the winner’s choice. In addition, 62 First Prize winners will each receive a new pair of jeans and a weekend escape for two courtesy of MasterCard, American Airlines and Hyatt Hotels and Resorts.
Consumers can also enter once a day for a chance to win by visiting www.priceless.com/jeans or by texting keyword “WIN” to “77257.”
The effort is a multi-tiered integrated campaign that includes a new :30 Priceless television spot breaking 7/1 via McCann Erickson NY that features classic scenes of pop culture icons in jeans — from Marilyn Monroe and Marlon Brando to The Ramones and Carlos Santana. The v/o questions whether they might look better in different styles, such as pleated slacks, Capri pants or khaki shorts and ends with “The perfect pair of jeans: Priceless.” In addition, the program includes print, radio, online and out-of home, as well as a mobile texting component. The web portal is located at priceless.com/jeans.