In its 'Something for the Fans’ campaign, developed in partnership with creative agency McCann Erickson and media agency UM London, MasterCard will give cardholders the chance to win personal items donated by Brit award winners of past and present, each with a unique story behind it.
Musicians including Tinie Tempah, The Ting Tings, Eliza Doolittle and indie band Kasabian have signed up to the campaign, which extends the famous MasterCard strapline to "for prizes that money can't buy" and "Something for the fans. Priceless".
The campaign broke on Friday night during the Brits Awards Nominations Party on ITV2, which featured TV idents throughout the programme revealing what fans could win.
Items include a drum signed by The Ting Tings that has accompanied the band around the world on tour, a pair of shoes worn to the Brit Awards by a member of Kasabian, and Tinie Tempah's sunglasses.
The campaign is supported by activity across TV, digital platforms including Facebook, Spotify, and Last FM, and press and outdoor around the venue.
Alex Vale, a planner at UM, said: "The idea of the priceless gift has been integrated across all our media platforms in a unique way, with a very specific focus on true music fans. After all – they are the people who have made the Brits what they are today."
Shaun Springer, head of brand, sponsorship and digital Marketing, MasterCard UK and Ireland, said: "MasterCard is proud to be supporting The Brit Awards once again this year.
The Brit Awards are a really important asset to MasterCard as we feel they truly highlight the outstanding talent that the British music scene has to offer."