Mastercard Priceless Cities
Personalized advertising campaign

Implementation

Tell users about the Mastercard Priceless Cities benefit program with the aid of opera and technology. Having used «VKontakte» extensive targeting capabilities we developed personal music messages.

Users of the social network were invited to come to Saint Petersburg during the white nights season and visit the Mariinsky Theatre.

•  Video
  

Within a few days we filmed musical video invitations with singers from the OpenOpera project. The videos were automatically edited for each group of users. As the result, we had 1200 personalised videos for VK.

• SMM
  

Due to retargeting for showing videos in social networking websites (residence, gender, age, popular men’s and women’s names, interests) the campaign showed increased efficiency — better by 30% compared to the typical promoposts in social media.

• Bloggers
  

We also prepared videos for bloggers to share on their pages: Ilya Varlamov, a media personality Zhenya Petrova and others.