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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).