MasterCard promotes Beyoncé VIP tour experience

MasterCard has launched a digital marketing campaign offering cardholders the chance to watch music star Beyoncé from an up-close VIP area on her UK tour.

The payments brand will allow consumers to buy tickets to an exclusive ‘BeyStage’ area, enclosed within the wider stage set-up, at the Mrs Carter Show World Tour dates at Birmingham, Manchester and London.

The tickets are either available to buy as part of a special package at MasterCard’s 'Priceless' campaign website, www.pricelesslondon.co.uk, or to win through the brand’s Facebook page.

Ads will appear in print, digital and social channels, while MasterCard has also produced a 30-second video to promote the offer.

Shaun Springer, head of brand and sponsorship at MasterCard UK and Ireland, said: "To be so close to this performance, and practically be a part of the set, is taking the MasterCard Priceless theme to a new level, and shows our commitment to giving even more back to music fans."

Beyoncé is proving an increasingly popular ambassador with brands – over the past few months, the singer has appeared in ads for O2, Pepsi and H&M.  

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