MasterCard Worldwide announced the launch of the MasterCard Priceless Gift Finder (www.priceless.com/giftfinder), a new online tool designed to drive e-commerce by helping online shoppers find the perfect gift this holiday season. Using the MasterCard Priceless Gift Finder, online shoppers can choose the price range they want to spend and the personality of their gift recipient. The Gift Finder then displays appropriate gift selections, along with ratings and reviews from Amazon.com. Purchases can be made at Amazon.com directly through the Gift Finder.
Using the MasterCard Priceless Gift Finder, online shoppers have access to:
•A budget calculator to track the cost of gift selections.
•A great choice of gift selections, user reviews and ratings provided by Amazon.com.
•The power of social networks by building shopping lists from their lists of Facebook friends (via Facebook Connect), as well as family and friends who are not on Facebook. They can also spread the news about the MasterCard Priceless Gift Finder by posting a URL link to the tool on various popular social networking sites.
The MasterCard Priceless Gift Finder is “hosted” by NFL Quarterback Peyton Manning and actress Alyson Hannigan, who offer hilarious “not so perfect” gift suggestions to visitors through a series of video vignettes, prior to the tool’s actual recommendations.
The MasterCard Priceless Gift Finder is part of a multi-tiered integrated marketing campaign, which includes a new :30 Priceless television spot as well as online media banners that broke 11/16. The TV spot and website videos which feature Peyton Manning and Alyson Hannigan, were produced by McCann Erickson/New York. The MasterCard Priceless Gift Finder website was built by HUGE in partnership with MRM Worldwide. MRM Worldwide, in partnership with McCann Erickson, developed the online media banners that also feature Manning and Hannigan. Media is handled by GSD&M Idea City.
The humorous TV spot brings viewers to holiday parties with Manning and Hannigan, where both are giving out “not so perfect” gifts to the people in their lives. For example, at a holiday house party Manning gives teammates Jeff Saturday and Ryan Diem a gift and says “You’ll never guess what it is,” though it is obviously a wrapped football, while Hannigan, at a holiday party “on the set,” gives two bald crew members a shampoo gift basket. The spot wraps with the voiceover “Getting them something they’ll actually enjoy. Priceless. This year let Peyton and Alyson help you get the perfect gift at priceless.com.”
Creative for the campaign is driven by McCann Erickson/New York.