mastercard moves from push to pull

03/08/2006 07:18:00 AM
Mastercard's recent effort at the Oscars for the latest round of the Priceless TV campaign is interesting.

They started the effort back at the Superbowl by offering a world premiere of a spot online, but also using the web to showcase all the work going back through the past few years. This work established Priceless.com successful.

Mastercard has for years been a very good "push advertiser", but now it's engaging with a "pull" effort.

The question is what's next?

How or do they evolve this interactive relationship with the consumer or do they go back to ?push?

Mastercard are trying to build some kind of relationship through content on the website. There are some interesting ideas here, but overall it seems a little flat and looks more push than pull.
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