Social media has become the tool of choice for the marketing departments of large enterprises today to get the most bang for their buck. MasterCard Inc (NYSE:MA) has decided to go full bore into digital and social media marketing in 2014, and is kicking things off a few days early with their #PricelessNewYear campaign.

MasterCard logo

MasterCard statement

“A brand is defined by the experiences people have around it,” according to Raja Rajamannar, chief marketing officer for MasterCard. “MasterCard is focused on bringing people together to celebrate their passions while helping to drive a little more Priceless in their lives. Social is in our DNA, it’s the essence of what Priceless was built to be.”


Mastercard Inc (NYSE:MA)’s new marketing campaign #PricelessNewYear includes TV, online, social and outdoor. According to a statement by the company, the campaign is designed to connect people around the world and celebrate families, friendships and community throughout the holiday season.

Utilizing traditional media spots and social media platforms in 175 countries, #PricelessNewYear will curate people’s holiday “priceless moments” via Facebook, Twitter and Instagram and showcase them on New Year’s Eve via the world-famous digital billboards that make up Times Square.

Times Square New Year’s Eve billboards

MasterCard Inc (NYSE:MA) is putting on a 30-second TV ad all around the world, including all major U.S. networks throughout New Year’s eve and during ABC’s New Year’s Rocking Eve with Ryan Seacrest.

The company is also planning a Priceless TV and digital ad titled “Arrivals” featuring footage of real families welcoming loved ones home.

The “Arrivals” spot will also be seen on video screens in 7,000 taxis throughout New York City through Dec. 31. Taxi passengers are encouraged through digital banners to share photos and photos and comments on all social media platforms using #PricelessNewYear hashtag. A lucky few will see their photo appear in Times Square.

Consumer-based #PricelessNewYear content can be seen on billboards throughout Times Square, including the NASDAQ OMX Group, Inc. (NASDAQ:NDAQ) and Thomson Reuters Corporation (USA) (NYSE:TRI) (TSE:TRI) signs. The public-generated content can be viewed between 6 a.m. and midnight on New Year’s eve.

The billboards are designed to encourage the more than one million Americans at Times Square, as well as the many millions viewing from around the globe, to share their #PricelessNewYear wish. Then the best of consumer-generated content determined and played on the Times Square billboards.

MasterCard rated Buy by TheStreet

TheStreet issued a report today confirming their Buy rating on Mastercard Inc (NYSE:MA). “MasterCard Incorporated (MA) has been reiterated by TheStreet Ratings as a buy with a ratings score of A+. The company’s strengths can be seen in multiple areas, such as its revenue growth, impressive record of earnings per share growth, increase in net income, expanding profit margins and good cash flow from operations. We feel these strengths outweigh the fact that the company is trading at a premium valuation based on our review of its current price compared to such things as earnings and book value.”