[VIDEO] From Inside MasterCard's 'Command Center,' CMO Rajamannar On Data, Digital And Walking The Cannes Red Carpet

MasterCard's "Priceless" campaign walked the red carpet this month—for the first time as an official partner of the Cannes Film Festival. The sponsorship activation, revealed by CMO Raja Rajamannar at a recent Forbes CMO Excursion in New York, was a pilot for MasterCard as part of its broader “Priceless Surprises” initiative. In strategic locations outside the Palais des Festivals and the Majestic Hotel in Cannes, France, MasterCard positioned its brand in clear view of the estimated 40,000 people walking and gawking on the red carpet.

The sponsorship ties to consumers’ passion for arts and entertainment, and included a “Priceless” experience for consumers at the Majestic Hotel: They received five-star treatment, dressing like a celebrity and walking the red carpet themselves. MasterCard guests also had the opportunity to witness the behind the scenes of the film industry during their stay. The experience is one of more than 200 “Priceless Surprises” activations in more than 25 countries, such as intimate meetings with artists, celebrities and athletes as well as smaller “surprises” such as digital song downloads or concessions at events.

Rajamannar said MasterCard also recently added Milan to its roster of “Priceless Cities”—which now numbers 37 worldwide. “Priceless Milan” offers MasterCard cardholders a dining experience in the rooftop terrace of the Palazzo Beltrami, with views of the Duomo.

It’s all a manifestation of the continuing evolution of MasterCard’s iconic “Priceless” brand campaign, which is now 18 years old. I visited MasterCard’s worldwide headquarters in Purchase, NY, recently to interview Rajamannar about the evolution of "Priceless," global challenges and opportunities for the brand, and current strategic priorities, and to get an inside look at the "command center," as he calls it, behind MasterCard’s expansive, data-driven marketing efforts.

Watch the interview here.