In supporting the launch of the upcoming “MAYHEM” album and shortly after the “Abracadabra” music video release, payment marketer Mastercard announced a collaboration with Lady Gaga herself for a campaign that puts the artist’s fans in the spotlight. Together, they called on dancers and fans to join the Priceless Experiences initiative for a chance to connect with their favorite artist.
Committed to bringing “everyone closer to their passions,” Mastercard gave Lady Gaga enthusiasts a shot to turn their dreams into reality, bringing them closer to the artist in ways that go beyond the stage. In achieving such a dream, fans were invited to recreate the “Abracadabra” dance moves and submit their recordings on platforms like X, Instagram, Facebook, TikTok, YouTube, Threads, or Vimeo, alongside the #MastercardGagaContest hashtag. Prizes include a chance to be featured in a fan-version Abracadabra music video and tickets to Gaga’s Club MAYHEM dance party where the singer will personally celebrate the dancers.
“Music and dance have a profound ability to make people come alive and feel bonded to one another,” said Gaga. “I’m excited to partner with Mastercard to bring my passionate community of dancers and fans together to experience MAYHEM more intensely, to celebrate them joining me on the dance floor and giving back to them in a way I’ve never done before.”
“When a beloved artist like Lady Gaga reaches her community in a way so powerful that it propels a movement, connects people and inspires others, it is truly remarkable,” continued Rustom Dastoor, EVP of Marketing and Communications for the Americas, Mastercard. “We are honored to collaborate with her and bring our partners together to celebrate her phenomenon, deliver the unexpected for cardholders and fans everywhere, and to create Priceless Experiences for people in ways that only Mastercard can.”
The “Abracadabra” music video premiered during the 67th Grammy Awards, triggering positive reactions from the audience and critics as well, with many comparing the latest work to Gaga’s early ones. Featuring a sensational choreography developed in collaboration with Parris Goebel, the Abracadabra dance has already gone viral on social media, with Mastercard’s campaign likely to keep the momentum going.
The contest addressed the US and Canadian legal residents and only 15 winners will be selected to be featured in the fan version music video. The Grand Prize also includes a two-night travel package and a US$ 250 Mastercard Prepaid card. The contest ended on February 9, 2025 with winners to be announced on February 26.
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