Consumer Payment Card News

TV Applications

Australians are doing it, and you may be able to do it in the USA soon. MasterCard and Australian telecommunications giant Optus created an ad campaign using a two-way TV platform that enabled viewers to click on a MasterCard TV commercial to enter a sweepstakes. The development may enable credit card issuers to link up account applications to their TV spots. The Australian direct response advertising campaign with MasterCard International offered viewers an escape to a dream vacation. MasterCard cardholders who registered their MasterCard purchases got the opportunity to win a week on Daydream Island with nine friends plus weekly chances to win weekend getaways to a tropical location. Through synchronized broadcasting technology, viewers who clicked on a button during a MasterCard commercial were taken directly to a MasterCard web site to register for the promotion. Optus has also partnered with Columbia TriStar, games developer Two Way TV, and design studio TVMates to offer a range of new services to participants in their ‘iTV’ trials in Sydney.

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