Samarth I Mastercard has leveraged its longstanding involvement in the music industry to create a fan-driven campaign surrounding the release of Lady Gaga’s latest album, Mayhem. In an innovative move, Mastercard is inviting the pop icon’s devoted followers to participate in a contest for a chance to appear in a new music video and attend an exclusive dance party hosted by Gaga.
The campaign, which ties into the launch of Gaga’s highly anticipated album, focuses on her new single, “Abracadabra.” In the lead-up to the album’s release on March 7, Mastercard is offering fans—affectionately known as “Little Monsters”—the chance to recreate the song’s dance moves on social media platforms such as TikTok and Instagram. Fans who participate by sharing their videos using the hashtag #MastercardGagaContest will be entered for the chance to appear in a fan version of the “Abracadabra” music video.
Mastercard’s involvement doesn’t stop there; the brand is also providing exclusive behind-the-scenes content that highlights the creative processes behind the song’s extravagant choreography, wardrobe, and set design. Gaga’s collaboration with renowned choreographer Parris Goebel on the single’s dance routines has already garnered praise from listeners.
This collaboration is an extension of Mastercard’s broader strategy to integrate itself more deeply into music culture, a move that has included previous partnerships with major events such as the Grammys. By using social media and the viral appeal of dance challenges, Mastercard is hoping to boost the popularity of “Abracadabra” and further cement its relationship with both fans and artists alike.
