03 Jun 2009
Raindance.tv launches competition with MasterCard
MasterCard has joined forces with Raindance, the UK’s largest independent film organisation, in a ground-breaking creative venture designed to promote The Big Lunch and showcase new British filmmaking talent. In a media first, MasterCard is inviting Raindance’s extensive network of filmmakers to produce their own interpretations of MasterCard’s new Priceless® campaign leveraging The Big Lunch, which launched on 11 May. Entrants can register at www.raindance.tv from 1 June until 29 June and all short films must communicate that The Big Lunch takes place on 19 July and include the Priceless insight: ‘Turning our streets into neighbourhoods - Priceless’. The entries will be judged by a panel from MasterCard, Raindance, The Big Lunch and McCann Erickson, with £1,000 prizes awarded for best film and the film with the most hits on the Raindance YouTube page.
Rita Broe, Head of Marketing, MasterCard UK & Ireland, commented:
"This is a unique activity in the user-generated content space, which goes beyond simple ad amplification. Our partnership with Raindance is born of the insight that consumers increasingly want to express themselves via social networking sites and the role of our brand in this campaign is to help facilitate that. The Big Lunch is also a grassroots movement driven by social media networks, so we hope this type of engagement marketing will encourage even more people to host their own Big Lunch on 19 July.”
Andre Burgess, CEO of Raindance.tv, commented:
‘Our Partnership with MasterCard in this unique opportunity reinforces Raindance’s underlying ethos of helping our grassroots community to flourish and be discovered. We are looking forward to seeing entries from across the country and getting a snap shot of how people and their communities express themselves through the medium of online video. ‘
The Big Lunch in partnership with MasterCard is a national initiative designed to bring the country together, by asking 61 million Britons to simultaneously sit down to have lunch with their neighbours, in their street, in a simple act of community on Sunday 19 July. The brainchild of Tim Smit, founder and CEO of The Eden Project, and Paul Twivy, CEO of The Big Lunch, it aims to begin the process of positive social change by reconnecting people, as Eden has always believed that stronger communities are vital to a happier and more sustainable life.
MasterCard is supporting The Big Lunch through a major advertising campaign in the run-up to 19 July and by mobilising its extensive network of employees, customers and partners to support the initiative.
