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Empresas y finanzas

MasterCard Lets Fans Personalize and Send ''Priceless Pep Talks'' from Peyton Manning to Friends, Family


    MasterCard Worldwide (NYSE:MA) today unveiled its latest campaign
    featuring Indianapolis Colts' star quarterback Peyton Manning.
    "Priceless Pep Talks from Peyton Manning" is a series of
    tongue-in-cheek vignettes in which Manning appears on a practice field
    extolling satirical life lessons for fans.

    For the first time in Manning's multi-year relationship with
    MasterCard - which dates back to 2004 - fans can interact with the
    campaign by visiting priceless.com/peptalks, where they can
    personalize one of 12 Pep Talks from Manning and email the video to
    someone they know. The vignettes range from motivating advice on
    driving a minivan to counseling a friend on starting a new job or
    wishing them a happy birthday.

    The first two spots in the series, "Social Life" and "Spouse
    Fight," will debut on the nationally-televised National Football
    League (NFL) season opener between the Indianapolis Colts and New
    Orleans Saints, September 6, on the NBC Television Network. Others
    from the series will air periodically on sports and non-sports
    programming and online media throughout the season.

    "Over the past few years, consumers have recognized how our spots
    with Peyton have blended his charm and keen sense of timing with his
    self-effacing humor," said Amy Fuller, Group Executive, Americas
    Marketing for MasterCard Worldwide. "In fact, when we launch new
    creative featuring him, we typically see a surge of traffic to
    priceless.com to view the spots and behind-the-scenes footage. We knew
    consumers wanted to actively engage with the campaign, which is why
    we're now making it possible for them to do just that with Priceless
    Pep Talks."

    Between 2004 and 2006, MasterCard featured Manning in five
    television spots, four of which featured him in his popular role of
    'fan of the fans.'

    "I've really enjoyed the reaction from fans over the last few
    years on my participation in the MasterCard spots," said Manning. "The
    shoots have been great and they gave me a chance to get into
    'character' and just let loose. As a fan myself, I think being able to
    e-mail a friend a personalized message is a fun new twist."

    Two spots break during broadcast of season opener:

    In "Social Life," Manning attempts to help out the socially inept
    by enlisting a teammate (Derek) to demonstrate a few dance moves that
    should prove useful when out on the town.

    "Social life in the dumps?" Manning asks. "Maybe what you need is
    a few new dance moves. Hey Derek, show 'em what you got."

    At this point Manning's teammate Derek begins his dance but is
    quickly told to shut it down when Peyton thinks he is going a bit too
    far. "Alright stop. Stop, that's enough. Seriously, you're gonna hurt
    yourself."

    In "Spouse Fight," Manning plays the role of relationship
    counselor, "Heard you and the spouse had a big fight. Okay, it
    happens."

    Manning then jokingly suggests talking through the issues the way
    he and his teammates do, "Well here's how the guys and I handle it in
    the locker room. First, we all sit cross-legged in what we call the
    friendship circle. Then we just share our thoughts and listen to each
    other's feelings."

    At the conclusion of the spot, Manning quickly dismisses this
    notion and offers a common football resolution as a means to help out
    the arguing couple, "No, we don't do any of that stuff. We're football
    players; usually we just tape the smallest guy to the goal posts and
    call it a day."

    Creative for the MasterCard "Priceless Pep Talks from Peyton
    Manning" campaign is handled by McCann Erickson/New York: Joyce King
    Thomas EVP, Chief Creative Officer, Matt O'Rourke, Group Creative
    Director, Mat Bisher, Senior Art Director, Jason Schmall, Senior
    Copywriter, Julie Andariese VP, Executive Producer.

    MasterCard and Peyton Manning

    MasterCard began its relationship with Peyton Manning with the
    2004 debut of "On Vacation." The brand then produced a series of
    television executions with Manning playing the role of 'fan of the
    fans' in "Everyday is Sunday" (2005); "Professional Fan/Professional
    Fan Part 2" (2005-06); and "Die Hard Peyton" (2006).

    MasterCard Football Sponsorships

    MasterCard enjoys sponsorship relationships with more than 20
    local National Football League (NFL) teams. Today, 10 NFL stadiums are
    equipped to accept MasterCard(R) PayPass(TM). With PayPass, football
    fans make their purchases without fumbling for cash and quickly return
    to their seats to watch the game they came to see.

    About MasterCard Worldwide

    MasterCard Worldwide advances global commerce by providing a
    critical economic link among financial institutions, businesses,
    cardholders and merchants worldwide. As a franchisor, processor and
    advisor, MasterCard develops and markets payment solutions, processes
    over 16 billion transactions each year, and provides industry-leading
    analysis and consulting services to financial institution customers
    and merchants. Through its family of brands, including MasterCard(R),
    Maestro(R) and Cirrus(R), MasterCard serves consumers and businesses
    in more than 210 countries and territories. For more information go to
    http://www.mastercard.com.