DMC has launched a new online buzz marketing campaign to promote Mastercard’s BRIT Awards sponsorship, with content by big:group.

We’ve launched a new online buzz marketing campaign to help Mastercard promote its sponsorship of The 25th BRIT Awards in 2005.

The online buzz marketing campaign features PicQuiz which was designed and built by Mastercard’s marketing, sponsorship and interactive agency big:group. Jolyon Hogarth-Scott, Managing Director of big:interactive, a division of big:group explained:

Mastercard is using DMC’s buzz marketing expertise to promote PicQuiz and the brand’s association with The BRIT Awards among entertainment-hungry, highly active online users, as part of a wider integrated marketing campaign.

For each year of The BRIT Awards, the quiz shows 25 McCann-Erickson-created icons that relate to a famous person, place, or thing. If quiz players guess all 25 correctly they could win two tickets to The BRIT Awards in February. Even if they don’t guess correctly, if they forward the quiz URL to a friend who wins, they get another chance to win.

Underpinning the buzz campaign is a new version of the famous ‘Priceless’ creative message: ‘25 years of music & memories: priceless’. The wider Mastercard marketing programme that also showcases this message leading up to The BRIT Awards includes TV advertising, commercial break bumpers, an outdoor poster campaign and a national tour of silver Mini Coopers with the chance to win one.

Rita Broe, Vice President Head of Marketing of UK and Northern Ireland for Mastercard Europe, said:

Mastercard is proud to be sponsoring the UK’s leading music event, especially on its 25th anniversary. The BRIT Awards are an iconic part of the internationally famous ‘Brit Pop’ culture, so what better way to celebrate than by using Mastercard’s equally renowned ‘Priceless’ creative theme to showcase our partnership - and adding buzz marketing to the mix in order to enable online users to win tickets to this fantastic event.

DMC’s managing director Justin Kirby agreed:

Mastercard is using online buzz marketing to help generate awareness of their BRIT Awards 25th anniversary sponsorship, adding the benefits of consumer-driven, peer-to-peer endorsement to their wider marketing initiative.

Check out PicQuiz here