A traditional year-end promo became an engaging story among friends, starting online and reaching the TV, connecting with younger consumers.

Friends make plans, go to parties, and arrange trips through social media. They create stories and 'tag' each other in posts, which they often produce themselves. It's only natural for Mastercard to start its campaign in this same universe.

The Mastercard campaign #FriendsAroundTheWorld engaged and captivated the audience by breaking away from the traditional promotion approach. Instead of heavily relying on TV and conventional media formats, the campaign spread through social networks, with how-to participation rules explained more naturally with the help of influencers.
This campaign, designed with people's behavior and interactions in the digital world in mind, began as an idea in a conversation among friends that gained momentum on Instagram Stories and each influencer's timeline.

The pop singer and influencer Luísa Sonza initiated the activation, inviting the next friend for a priceless trip - an action that six more friends repeated until a group was formed. The story even became a TV and digital film after that.
In addition to the activation through Instagram and Facebook profiles and the TV commercial, the campaign introduced the Instagram TV format, where each influencer could create and star in travel "mini-programs," suggesting destination options and offering tips on increasing your chances in the promotion.

"Our consumers value connections and diverse perspectives. Our promotion encouraged participants to find inspiration in travel stories shared by their own friends and - why not? - our influencers, using content creation strategies in various formats."