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.