MasterCard has launched a competition through its partnership with The Brit Awards which will allow three cardholders to star as one of three artists expected to feature at this year’s ceremony.
The Priceless Remakes campaign will see three competition winners star as Rita Ora, Conor Maynard or Delilah in one of their videos, with the winners being selected by each artist.
Audition videos will be uploaded to the competition website, which will be promoted through the Mastercard website and each of the artists' own sites and social media feeds. Targeted placement of artist content on key digital sites will also run alongside TV, print and social activity, developed by McCann London.
The winners will then feature in remade videos directed by Emil Nava, which will appear as idents during the broadcast of the ceremony on ITV on 20 February.
Shaun Springer, head of brand and sponsorship at MasterCard UK & Ireland, said: “Priceless Remakes taps into the passion of real music fans and brings them closer than ever to the artists they love, in a new and exciting way. Not only will the winners get to join the stars we are working with at The BRIT Awards, they actually get to star as them, in their very own music video. It’s a truly priceless experience, which is set to excite and entertain all music fans – not just the winners.”
Alongside above-the-line activity, the campaign will also run on large-scale proximity advertising around The O2 Arena on the evening of the awards.