2016 Social Media Awards: YouTube | PR or Marketing Campaign

Winner: MasterCard Worldwide Communications - MasterCard EMV Makeover Video Series

With the October 2015 fraud liability shift looming, there was a growing concern in the industry that small and local businesses were being left out and therefore made less competitive, as chip technology was too expensive or too complicated for them.

With that in mind, MasterCard took a page from popular home improvement television programs and created the EMV Makeover video series to provide local businesses with key information about how to upgrade their payment systems. To explain the liability shift and why it is important for businesses, MasterCard launched the MasterCard Chip 360° program to provide merchants with relevant information and tools to guide them through.

Three merchants were featured in MasterCard’s new EMV Makeover video series about the ease of switching to chip-enabled payment systems and terminals. Videos were shot on location at each of the three featured small businesses and highlighted business owners’ firsthand accounts of why safe payments are important to them. Local business owners are members of their communities and, in most cases, know their customers by name; how could they not protect them?

Once the videos were final, they were posted on the MasterCard News YouTube channel and then promoted with paid support via YouTube and Virool for a seven-week flight to drive targeted video views. In all, the three videos in the series garnered over 226,000 paid views and over 107,000 organic views.

Honorable Mentions:

  • Coyne Public Relations - Seniors Get Social with Humana & National Senior Games
  • National Association of Criminal Defense Lawyers - NACDL Presents: The Right to Counsel Video
  • The Stanislaus County Fair - Imagine the Fun
  • Weber Shandwick & National Pork Board - "Grill Crashers" Campaign
  • Zoosk - Joan Actually Dating Advice