Mastercard

From Fan to Featured

Lions Awards (2)

Gold Lion : Entertainment Lions for Music

Bronze Lion : Social & Creator

TRUTH WELL TOLD

Fans don’t just want to watch—they want to belong. Mastercard empowered fans to move from spectators to co-creators, making priceless moments into an unforgettable shared experience—with Lady Gaga.

DESCRIPTION

Gen Z doesn’t just watch culture—they make it. So Mastercard turned Lady Gaga’s music video into a fan-powered audition, with choreography by Parris Goebel, creators leading the charge, and Gaga amplifying every step.

We partnered with viral dance creators to teach the moves, model participation, and rally their communities. Mastercard and Gaga fueled the movement by liking, reposting, and celebrating fans across platforms. The strategy was rooted in Gen Z’s desire for self-expression and social connection—turning fan behavior into the engine of engagement.

The result: 1.4 billion views, TikTok’s top branded hashtag, and Mastercard’s biggest-ever Gen Z brand lift.

CLIENT

Mastercard

BRAND

Mastercard

REGION

NORAM