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MasterCard rolls out location-based Priceless Picks iPhone app

MasterCard has rolled out its Priceless Picks iPhone application, a location-based store-locator and deal-aggregator platform centered on user-generated content.

Consumers can use the app to find and share brands, store locations and offers -- third-party licensed content from ShopLocal and Not For Tourists -- with their contacts. Leveraging the iPhone's GPS technology, the apps pushes shopping deals, entertainment options and dining venues to users.

"Priceless has been around for quite some time, and we've had Priceless Picks on our Web site as well, and we saw this app as an opportunity to take it to the mobile world, let consumers find out about shopping, deals ,entertainment opportunities and places to eat," said Chris Jogis, senior vice president of U.S. marketing for MasterCard Worldwide, Purchase, NY.

"We're taking Priceless Picks to a whole new level using the mobile channel for our customers to have an immediate place to speak and find out about opportunities near where they are," he said. "We're providing a convenience for consumers taking advantage of the iPhone's GPS technology.

"It knows right where you are, and as soon as you search, you would see a map with dining options, deals and entertainment, and it's customizable to fit your interests."

MasterCard is targeting iPhone users, specifically tech-savvy consumers, particularly men and women ages 30-50.

"Mobile devices are an integral and indispensable part of their life, and our mobile phone is something we all keep like it's our keys -- it's that important to us," Mr. Jogis said. "Two types of content, user-generated content, picks people make themselves, as well as folks submitting picks from Amazon."

Amazon Mechanical Turks help provide content for these types of apps.

The MasterCard Priceless Picks app includes user-generated content and partner-generated offers.

The app in the consumer's selected location and separates the GPS-enabled search findings into five categories: Priceless, Dining, Shopping, Entertainment and Other.

Consumers add their own recommendations by inputting the name, description and location along with their first name and a Priceless Pick category. "Send to a Friend" lets users share their recommendations with others via email.

Priceless Picks is available as a free download in the App Store.

As far as goals for the app, MasterCard said branding is more important than monetization, at least for now.

"We're providing offers, but it's intended to be a forum for consumers, it's not intended to be a place where we would solicit participation from other companies," Mr. Jogit said.

MasterCard marketing tactics
MasterCard Priceless Picks will be supported by an advertising campaign that includes three new 15 second television spots breaking next week, produced by McCann Erickson NY.

The spots showcase a variety of situations where people share their experiences by posting them to Priceless Picks on their iPhone.

Starting out with TV only campaign to start, exploring some online digital media banners to support and out of home

Text in ad has a tagline that "The world's full of priceless things and amazing deals, find them, share them with MC's priceless picks app.

Call to action: "Download now: shows places it can be downloaded App Store, Priceless.com

Priceless has been around for a long long time, continue to look at ways to keep it fresh and provide value for consumers, making it that much more consumer, taking it to a new level with mobile.

The Priceless Picks app was conceived, developed and built by McCann Erickson, New York, the advertising agency of record for MasterCard, with technical support from MRM Worldwide and Ubermind.

MasterCard Priceless Picks marks the second in a series of iPhone applications, with which MasterCard is targeting consumers.

Priceless Picks joins the MasterCard ATM Hunter (see story), which lets iPhone users locate the nearest ATM.

"We have an interest in keeping fresh offers in there, and companies that we place in there over time will gain traction with iPhone users," Mr. Jogit said. "Priceless Picks is about engaging consumers with the MasterCard brand and to provide a utility and benefit for consumers going to this site.

"The offers on there are valuable to merchants that are going to be featured, but [sponsorship or search advertising] is not the central strategy -- it's providing value to our cardholders."