MasterCard Launches New Interactive Platform at priceless.com for 'Obsessive Golfers'

With spring around the corner, some would say: "so is golf season.” For the "obsessive golfer,” however, golf season knows no boundaries. To recognize casual golfers as well as those truly infatuated with the game, MasterCard today announced a highly-interactive platform at priceless.com/golf that delivers hours worth of unique and compelling golf content in a way that is both engaging and humorous. Through the use of flash video and an innovative, interactive voice response (IVR) technology available at priceless.com/golf, golf enthusiasts can be provided with a detailed ranking of how "golf obsessed” they are based on how they respond to a series of questions posed by some renowned golf personalities including: PGA TOUR legend Arnold Palmer; Champions Tour player Ben Crenshaw; the LPGA’s Laura Diaz; CBS golf analyst David Feherty; and John Barmon, Jr., (a.k.a. Spaulding Smails, Caddyshack). Consumers visiting priceless.com/golf will be prompted to call 1-888-ONE IRON. The platform has the look and feel of a telethon, with Feherty acting as host and the others fielding calls from golfers, asking them questions that will allow the panel to rate each caller’s level of golf obsession. Consumers will receive a score based on correct answers, and speed with which they provided them, and then be offered other golf-themed content from which to choose. For example after receiving an assessment, consumers can send their score to a friend; view video clips of Barmon and Feherty offering tips on the "Cheat of the Day;” send an email from themselves and Palmer to a friend; and/or sign up to receive text messages from Diaz with excuses for getting out of work or other commitments so they can make their tee times. Consumers can also record the voice of Crenshaw on their personal outgoing voice mail; receive a promotional offer from the PGA TOUR; and find a MasterCard card. The site also features unique golf offers, usage incentives and experiences. To support the platform, MasterCard will air two "Priceless” television executions that feature a call to action to go to priceless.com/golf. The first, which is already in general brand rotation, is entitled "Hit the Cart” and depicts a golfer at a driving range hitting at the vehicle collecting the balls. The golfer continues to attempt to hit the driver of the collection cart, even after he leaves the range. The spot culminates with a ball landing in the driver’s cup of tea while he’s in his house. The second spot, called "On the Job,” features Crenshaw and will debut as part of the Arnold Palmer Invitational Presented by MasterCard broadcast beginning March 15 (NBC; Golf Channel). "Playing golf is truly a way of life for millions of consumers. Whether planning vacations to destinations that feature the best courses or sneaking out of work to make a tee time, consumers who have an affinity for golf go to great lengths to quench their thirst for the game,” said Amy Fuller, Group Executive, Americas Marketing, MasterCard Worldwide. "This new golf platform at priceless.com taps into that affinity through the convergence of media to engage consumers in a way that has never been done before.” The TV spots were created by McCann Erickson; sister company MRM Worldwide created priceless.com and the site’s new interactive golf content. Creative credits include: "Hit the Cart" & "On the Job:” Joyce King Thomas, EVP, Chief Creative Officer; Pete Jones, SVP, Group Creative Director; Kathy Love, SVP, Executive Producer; Mike Boris, SVP, Executive Music Producer; Danielle Korn, EVP, Director of Broadcast Operations. Online: Joyce King Thomas, EVP Chief Creative Officer; Matthew O'Rourke, Creative Director; Joe Johnson, Senior Designer; Peter Friedman, EVP, Director of Broadcast Production; Jenna Gartland, Assistant Producer. About Priceless.com Priceless.com is a daily guide to life’s adventures, delivering priceless experiences and offers that reflect the interests and style of today’s affluent consumer. The newly-redesigned site includes a host of consumer-generated video content, in the form of "Priceless Picks,” as well as compelling, humorous creative content from MasterCard. About MasterCard and Golf The foundation of the MasterCard brand’s commitment to golf is its relationship with the PGA TOUR and Champions Tour, as the official payments system and sponsor. Its U.S. tournament sponsorships include the API Presented by MasterCard in Orlando (PGA TOUR); and the MasterCard Championship at Hualalai in Kona, HI (Champions Tour). In addition, MasterCard enjoys a relationship with golf legend Tom Watson and Natalie Gulbis of the LPGA. These sponsorships allow the brand to further engage with the millions of golf enthusiasts in the U.S. and bring them even closer to the game they love. About MasterCard Worldwide MasterCard Worldwide advances global commerce by providing a critical economic link between financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes approximately 14 billion payments each year, and provides industry-leading analysis and consulting services to financial institution customers and merchants. Through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard Worldwide serves consumers and businesses in more than 210 countries and territories. For more information go to www.mastercardworldwide.com.