Gwen Stefani Wins the Grammy for Integrated Marketing

Mar 3, 2016

Gwen Stefani and Mastercard have teamed up on a series called “Priceless Surprises,” an interactive and engaging marketing campaign. With a series of flashy ads, Mastercard looks to popularize Apple Pay and drive social media engagement with the hashtag #PricelessSurprises. The campaign seeks to benefit all individual parties as Apple Pay is being highlighted along with Gwen Stefani’s music as her latest track, “Spark the Fire” is being included in the ads. This is product placement at its finest.
Mastercard is using Stefani’s fans’ loyalty to drive its own marketing campaign. In return for their ad time, Mastercard is helping fund the upcoming albums and tours of the musicians it endorses. They are calling it where music and marketing meet. Is Gwen Stefani in fact exploiting her fans? Or is this all harmless and even innovative advertising?