I really enjoyed Mastercard's ad last night, promoting a consumer-generated content campaign that ties in with their long running and highly recognizable "Priceless" campaign. Mastercard invited the audience to participate by entering a competition to develop the best priceless idea.
By including their customers, they gain awareness, augment their already huge opt-in online customer database, create word-of-mouth, and get people coming to their website where they can promote their products. This is a great first step towards customer empowerment.
Purchasing a 30-second spot during the Academy Awards... $1.3 million.
Allowing your audience to participate... priceless!