American Airlines x Mastercard - Priceless Surprises

American Airlines x Mastercard - Priceless Surprises

Mastercard’s ‘Priceless Surprises’ initiative is a further evolution of its wellknown ‘Priceless Moments’ campaign. Says Maripi Jalandoni, U.S. head of marketing, MasterCard

Over time, our Priceless campaign has transitioned from showing ‘priceless’ moments on television commercials to enabling priceless experiences in our cardholders’ lives to now inspiring priceless surprises among MasterCard cardholders.

Leveraging its co-branded credit card partnership with American Airlines, MasterCard surprised more than 100 AA passengers during a flight from LA to New York with a sneak preview of the new ‘Annie’ movie and a meet-and-greet with its star and director.

Unsuspecting passengers on AA Flight 4 from LAX to JFK who showed the gate agent their ticket were handed a faux movie ticket and told that a ‘Priceless Surprise’ would be taking place during the flight.

Onboard, the MasterCard team handed out branded earbuds, and those who showed their MasterCard received an upgraded set of earbuds. Passengers could then be the first to watch the new Annie movie on the IFE system. Staff also handed out movie vouchers to allow passengers to see Annie on the big screen, and flight attendants passed out popcorn and movie candy.

Upon the movie’s conclusion, Quvenzhane Wallis – who starred as Annie in the movie – emerged from the Business cabin outfitted in the dress from the movie, to answer questions from the passengers.

Upon exiting the plane, passengers walked the red carpet from the jet way to the gate, while being ‘interviewed’ by a mock red carpet correspondent. Images of the event here.