Mastercard X Gaga

Mastercard had 3 minutes of airtime to use at the Grammys. But they didn’t want to make an ad. They wanted to create a movement. And we did just that in partnership with the icon herself, Lady Gaga - bringing her closer to her devoted fans than ever before.

The Mastercard Gaga Contest

Mastercard worked with Lady Gaga to release her song and music video for Abracadabra in an entirely new and innovative way: by airing it in full during a commercial break at the Grammys. But that was nowhere close to all we did - we also launched an epic dance contest like nothing the world had seen before. Fans from all over the country submitted their Abracadabra dance videos and a few lucky winners got the chance to be in a high-production fan version of the music video.

See the whole story in the videos below.

The fan music video was a high-scale production that recreated the set from the original video - only fans instead of pros were in the spotlight.

The official music video has nearly a billion views.

We also brought some lucky fans to a once in a lifetime dance class experience.