We Are BMF
Made To Inspire
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Mastercard

BMF, is an award-winning global experiential agency offering a variety of services across integrated marketing, including experiential strategy, design and production, sponsorship and partnership marketing, social media and influencer engagement, content creation, data and analytics, talent procurement and public relations. 

THE BRIEF

In January 2018, Mastercard debuted their latest “Priceless Campaign”, an initiative designed to empower cardholders to pursue their passions and create unforgettable memories while exploring the priceless side of music. By bringing a 5-day pop up and cultural destination to New York city during GRAMMYs® week, Mastercard wanted to drive prime visibility to the integrated campaign. As lead production agency and longtime partner, BMF was tasked to develop and execute the creative concept, design, and programming for the GRAMMYs® House, while artfully bringing the cardmember benefits to life through real-time experiences.

Partner Agencies: McCANN New York, CARAT, Octagon/FRUKT, Ketchum Inc.


THE BMF approach

BMF, alongside partner agencies, conceived and executed “Mastercard House,” a nearly 4,200 square foot robust showable environment designed to accommodate daytime programming, evening performances, and curated activations, all while showcasing the power of music and discovery.

Design elements reinforcing the ‘priceless’ mindset included a 27-foot dimensional stage backed by a sound and LED wall with the NYC skyline, a custom recording studio installation where guests could burn their own vinyl, and a real-time graffiti art mural activation.

 Bringing to life card member benefits, BMF hosted an opening night for VIP’s, influencers and press, with an energetic live performance by SZA, while exclusive daytime Q&A panels featured dynamic conversations with talent artists and designers including Prabal Gurung, and Victoria Canal.

 A custom consumer journey was created in which guests could scan any item’s QR code, and have it immediately added to their shopping cart. Payment with Masterpass and expedited pick-up at the merchandise counter further positioned Mastercard as a progressive and innovative brand. 

 

RESULTS

  • 3,000+
    Mastercard Cardholders,VIPs and Media Representatives Attended The Evening Concert
  • 120+
    Earned Media Stories
  • 350+
    Media Hosted
  • 35K+
    Media Engagements
  • 728MM
    Gross Media Reach

SERVICES PROVIDED

Event + Experiential Design / Content Creation / Talent Procurement + Publicity / Guest Experience + Curation / Artist Management

 

“At Mastercard, we work with some of the best marketing and public relations agencies in the business, and we are happy to have BMF among them. For the second year in a row, BMF was an integral part of the team responsible for bringing the Mastercard GRAMMY House to life. BMF’s ability to guide a multi-agency team and internal Mastercard stakeholders in high-pressure situations played a fundamental role in the success of this project. BMF’s professionalism, creativity, and ability to work well with all of our agency partners are just a few reasons why we so value our relationship with them.”

– Sarah Ely + Robyn Cotelli
Vice Presidents, North America Integrated Marketing Communications at Mastercard