World’s biggest digital wave

Mastercard encourages football fans to celebrate the return of UEFA Champions League by creating the world’s biggest digital wave

Monday 10th August 2020 Mastercard, is set to break a world record with the largest digital celebration ‘wave’ ever created on social media. From today, the Mastercard #PricelessWave will create a new and unforgettable experience, that connects football fans and players, to support their teams whilst watching the games from home.

For the first time, the quarters, semis and Final of the UEFA Champions league will be played in a tantalising two week tournament. With millions of fans worldwide watching the UEFA Champions League via TV or streaming from home, Mastercard will elevate the fan experience by showcasing that a simple ball, a special game and a unique event can start a celebration that has everyone jumping out of their seats and celebrating the very best that football has to offer.

Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard said, “For fans of football, we know that a ball can Start Something Priceless®. From the excitement of a goal, to the sheer joy of the occasion. Since the beginning of the pandemic, we have needed to pivot quickly from physical to digital experiences, to reflect the changing environments we are living in. By creating the Priceless Wave, we are reminding football fans everywhere that a ball can start a celebration and a celebration shared, even when apart, really is Priceless. Through this campaign we want to connect fans to their passion of football and their sporting heroes, by giving them an unforgettable experience, from the comfort of their homes. Mastercard is always striving to push the limits as a tech innovator, to create a truly memorable experiences for the fans to celebrate the return of the UEFA Champions League by joining the Priceless Wave.”

The bid to create the world’s largest wave and help fans everywhere celebrate their love of the game and their love of the tournament, will be amplified through a partnership with the world’s fastest growing social media platform, TikTok and be further leveraged across all social platforms including Instagram and Facebook. Kick starting the #PricelessWave challenge are football legends Fernando Torres and Marcel Desailly encouraging their fans to start the wave.

Fans can then take part in the #PricelessWave by accessing the challenge on TikTok and recording themselves. By raising their arms from the bottom of the screen to the top they will instantly be rewarded with the Mastercard football sonic as well as a confetti of football to encourage further celebration.

Mastercard is committed to creating meaningful connections with people and the #PricelessWave challenge was inspired by recent activity with Mastercard employees who shared their celebrations with each other as a reminder that we are all part of a bigger team.

Digital features and music from Mastercard’s Sonic Brand will enhance the fan experience on TikTok, enabling them to support their favourite teams and players throughout the tournament. The football version from Mastercard’s Sonic Brand is a unique dimension to the brand identity, as well as a powerful way for Mastercard to create an emotional and culturally relevant connection with its consumers.

Join Mastercard’s #PricelessWave challenge by filming your own celebratory virtual wave on TikTok to show support for your team. https://www.tiktok.com/tag/pricelesswave

Consumers can also head to Priceless.com, Mastercard’s experiential lifestyle hub designed to inspire and create once-in-a-lifetime moment. Fans will have the chance to win a Priceless experience with a number of football legends, as well as watch their exclusive stories of how the ball started something priceless for them.

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