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'Sydney Has A Heart'



New work from Mastercard and MercerBell

'Sydney Has A Heart'

Sydney has a heart, and Sydneysiders have the power to influence the rhythm and language of their city’s Pulse, thanks to MasterCard Priceless Sydney, and MercerBell.

The Pulse is a tool that listens to what Sydney is talking about, aggregates these conversations in real time and shows what’s happening in the city’s heart. To influence The Pulse, people have to engage in social conversations.

“We started with Sydney’s conversations to create The Pulse. Then the magic happened,” said Carmela Soares, Digital Creative Director at MercerBell. “We transformed the data from social media listening tools into The Pulse of Sydney, a living heart that beats to the rhythms of what Sydneysiders love.”

Alongside The Pulse is a promotion in which people can apply to win a Priceless Sydney experience. But Sydney decides which one - according to what's trending on The Pulse. To win a different prize, people have to influence The Pulse by creating social conversation about it until it trends – creating a cycle of sharing.

Soares adds: “The Pulse of Sydney is more than a campaign. It’s a unique way of using data. We can analyse and adapt to trends, guide the campaign and inform the client’s business model, and support some of the most sophisticated CRM programs ever.”

At MasterCard, Michelle Pilot, VP Head of Marketing said: “We wanted a way for the Priceless Sydney campaign to provide a conversational connection with the residents of Sydney, and The Pulse is a unique way for us to be at the heart of those conversations. MercerBell has visualised the live data of social media conversations into a way for Sydneysiders to see what each other loves about this great city.”

Online advertising is supporting The Pulse.

Michelle Pilot, VP Head of Marketing, MasterCard
Anthony Dumont, VP Brand Marketing, MasterCard
Lauren Dudley, Brand Manager, MasterCard
David Bell, Executive Creative Director, MercerBell
Carmela Soares, Digital Creative Director, MercerBell
David Barton, Copywriter, MercerBell
Ben Ient, Art Director, MercerBell 
Rodolfo Sarno, Art Director, MercerBell
Dan Fowler, Digital Designer, MercerBell
Scott Forrester, Head of Digital Development, MercerBell
Phillip William, Senior Developer, MercerBell
Richard Lama, Flash Developer, MercerBell
Lucy Wallrock, Project Director, MercerBell
Harley Tesoriero, Producer, MercerBell
Maura Tuohy, Digital Strategist, MercerBell
Carly Drew, Social Media Manager, MercerBell
Becky Bishop, Group Account Director, MercerBell
Carla West, Account Director, MercerBell
Louis Keating, Data Strategy Director, MercerBell
Smith & Western, Music and sound design

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Categories: Finance, Credit cards, Tue, 07 May 2013 02:05:20 GMT