What Mastercard's PRICELESS Restaurant Experience Says About The Future Of Brand Loyalty
PSFK visited Mastercard's new NYC restaurant and spoke to the brand's CMO about cultivating accessible brand loyalty for over-saturated consumers through immersive experiences
In Brief:Mastercard's Priceless is a consumer loyalty program that offers unforgettable experiences and food to its customers. Most recently, this has activated as PRICELESS, a multicultural restaurant experience in NYC, open to the brand's cardholders. With its ongoing program, Mastercard is democratizing exclusivity by giving its customers unique perks, but doing so with a low bar of entry—all Mastercard customers have the ability to visit PRICELESS. PSFK sat down with Raja Rajamannar, the brand's chief marketing and communications officer, to find out more about the much-hyped program's role in Mastercard's greater strategy, rethinking loyalty in a climate of consumer ad-saturation, and instead focusing on connecting with customers' passions through immersive experiences.
How does the launch of PRICELESS fit into Mastercard's bigger vision?