Priceless PR: Mastercard drop a gigantic clanger
In exchange for the free travel and tickets, meal and possibly a blow-job from one of Bastille, the company asked journalists attending to mention #PricelessSurprise and @MasterCardUK in any social media daliancing during the event.
It's not the most unusual thing to expect people who you are ferrying about and treating like a non-civilian, to say thanks, or have some manners, but this is more like a hostage situation with a list of demands.
Here’s the email that was sent out:
Firstly as part of our Priceless Surprise we are putting on cars to take guests directly to the awards – we will be booking your car to take both yourself and Katy from the office at 4:30pm. Are you happy with these details?
In addition – in return for this ticket we would like to ask that you agree to the following…
Social media support from both publication and personal Twitter feed
Pre event – e.g. Really excited to be heading down to @BRITAwards tonight with @MasterCardUK #PricelessSurprises
Event night – live tweeting from the event including @MasterCardUK handle and #PricelessSurprises and to retweet @MasterCardUK tweets throughout the night where appropriate
Post event – tweet directing followers to @MasterCardUK BRITs YouTube videos
Pre-event coverage of MasterCard’s Priceless Surprise video edits with either Laura Mvula, Kylie Minogue and/or Pharrell Williams – to include full credit for MasterCardUK and #PriclessSurprises
All features to be pushed on publications social feeds – to include @MasterCardUK and #PricelessSurprises
MasterCard inclusion in post event write-up (print and online) including #PriclessSurprises hashtag and somethingforthefans.co.uk URL
Post event write up presence on publication homepage (where possible)
Inclusion of MasterCard branded event night images in post event piece
Post event - coverage support for MasterCard music activity in 2014 (Beyonce & JT).
Anyway. It's the Brits. It will be mildly unwatchable as it is. Head on over to twitter to see how journos are responding in a myriad of ROFL based ways. Or just get on with your life.