Mark Ronson Fans get Priceless Surprise with MasterCard's BRITs 2016 campaign
BRIT Award-winning artist and producer, Mark Ronson, has given six fans the surprise of a lifetime by inviting them to record a 'Priceless Cover' of his hit record, Uptown Funk for MasterCard’s latest Priceless Surprise.
This is the 18th year of MasterCard’s sponsorship of the BRIT Awards and its strategy of using Priceless Surprises to bring artists and fans closer together continues.
As a part of the campaign, Ronson selected his musical fans from YouTube for the quality and originality of their covers of Uptown Funk, and invited them to the legendary Abbey Road Studios in London.
The lucky group were under the impression that they would be recording their version of the track, which was the biggest selling song of 2015, for a documentary about their favourite star. However, when they arrived at the studio, Ronson showed up to produce the cover, featuring all six fans together.
Targeting music fans across the UK, the campaign is running online across Facebook and includes paid social advertising, PR, BRIT Awards sponsorship idents, OOH and DOOH advertising at Greenwich underground station and the O2. The creative agency behind the campaign is McCann London. Media planning and buying is handled by Carat UK, digital, social and sponsorship by Big Group and PR by Kaper.
Mark Ronson said: “It was brilliant to bring together six unique talents and produce a new cover of my track. It’s an honour that such talented people are interested in my music, and I loved working with the group – they shared such a good energy, and we created something special. It’s the first time I’ve ever produced a cover of one of my own songs, and I really enjoyed it.”
Shaun Springer, Head of Brand and Sponsorship, MasterCard UK & Ireland said: “Our sponsorship programme is about creating experiences that connect MasterCard cardholders to the things they love in new and surprising ways. We understand how passionate music fans are, and Priceless Surprises is our platform for helping those fans share their love of music, and connect them to their favourite artists in truly priceless ways.
Mark Ronson is a huge global talent, and we’re honoured to be working with him. It was fantastic to help him bring together a group of his biggest fans through a shared love of his music, and create something so unique. Music fans can expect more Priceless Surprises from MasterCard ahead of this year’s BRIT Awards.”