Mastercard and Lady Gaga Team up to Debut “Abracadabra” Music Video, Celebrating Fans With Priceless Experiences
Mastercard has announced a new collaboration with Lady Gaga to promote her upcoming album MAYHEM, releasing March 7. The partnership centers around the music video premiere of 'Abracadabra,' the album's third single, featuring choreography by Parris Goebel.
The campaign includes a contest where fans can recreate the video's dance moves on social media using #MastercardGagaContest for a chance to win Priceless Experiences. Prizes include appearing in a special fan version of the 'Abracadabra' video and attending Lady Gaga's Club MAYHEM dance party. The contest runs until February 9, 2025, with 15 winners receiving prizes valued at $4,000 USD each.
The initiative is part of Mastercard's expanding music portfolio, which includes partnerships with the GRAMMY Awards, The BRIT Awards, and Live Nation. The campaign will feature exclusive behind-the-scenes content across Mastercard's social channels.
Mastercard ha annunciato una nuova collaborazione con Lady Gaga per promuovere il suo prossimo album MAYHEM, in uscita il 7 marzo. La partnership si concentra sulla première del video musicale di 'Abracadabra', il terzo singolo dell'album, con coreografia di Parris Goebel.
La campagna prevede un concorso in cui i fan possono ricreare le mosse di danza del video sui social media utilizzando l'hashtag #MastercardGagaContest per avere la possibilità di vincere Esperienze Preziose. I premi includono la possibilità di apparire in una versione speciale del video di 'Abracadabra' e di partecipare alla festa di danza Club MAYHEM di Lady Gaga. Il concorso è aperto fino al 9 febbraio 2025, con 15 vincitori che riceveranno premi del valore di 4.000 USD ciascuno.
Questa iniziativa fa parte dell'espansione del portafoglio musicale di Mastercard, che include collaborazioni con i GRAMMY Awards, i BRIT Awards e Live Nation. La campagna presenterà contenuti esclusivi dietro le quinte sui canali social di Mastercard.
Mastercard ha anunciado una nueva colaboración con Lady Gaga para promover su próximo álbum MAYHEM, que se lanzará el 7 de marzo. La asociación se centra en el estreno del video musical de 'Abracadabra', el tercer sencillo del álbum, con coreografía de Parris Goebel.
La campaña incluye un concurso donde los fanáticos pueden recrear los pasos de baile del video en redes sociales utilizando el hashtag #MastercardGagaContest para tener la oportunidad de ganar Experiencias Invaluables. Los premios incluyen aparecer en una versión especial del video de 'Abracadabra' y asistir a la fiesta de baile Club MAYHEM de Lady Gaga. El concurso estará activo hasta el 9 de febrero de 2025, con 15 ganadores que recibirán premios valorados en 4,000 USD cada uno.
La iniciativa forma parte de la creciente cartera musical de Mastercard, que incluye asociaciones con los premios GRAMMY, los BRIT Awards y Live Nation. La campaña presentará contenido exclusivo detrás de escena en los canales sociales de Mastercard.
마스터카드가 레이디 가가와 협력하여 그녀의 새로운 앨범 MAYHEM을 홍보한다고 발표했습니다. 앨범은 3월 7일에 출시됩니다. 이 파트너십은 앨범의 세 번째 싱글 'Abracadabra'의 뮤직 비디오 초연을 중심으로 진행되며, Parris Goebel의 안무가 포함됩니다.
캠페인에는 팬들이 소셜 미디어에서 #MastercardGagaContest 해시태그를 사용하여 영상의 댄스 동작을 재현할 수 있는 콘테스트가 포함되어 있으며, 이를 통해 값진 경험을 받을 기회를 얻을 수 있습니다. 상품에는 'Abracadabra'의 특별 팬 버전 비디오에 출연하고, 레이디 가가의 Club MAYHEM 댄스 파티에 참석할 기회가 포함됩니다. 콘테스트는 2025년 2월 9일까지 진행되며, 15명의 우승자가 각 4,000 USD 상당의 상품을 받게 됩니다.
이번 이니셔티브는 GRAMMY 어워드, BRIT 어워드 및 라이브 네이션과의 파트너십을 포함한 마스터카드의 음악 포트폴리오 확장의 일환입니다. 캠페인은 마스터카드의 소셜 채널에서 독점적인 비하인드 콘텐츠를 선보일 예정입니다.
Mastercard a annoncé une nouvelle collaboration avec Lady Gaga pour promouvoir son prochain album MAYHEM, qui sortira le 7 mars. Ce partenariat se concentre sur la première du clip vidéo de 'Abracadabra', le troisième single de l'album, avec une chorégraphie de Parris Goebel.
La campagne comprend un concours où les fans peuvent recréer les mouvements de danse de la vidéo sur les réseaux sociaux en utilisant le hashtag #MastercardGagaContest pour avoir une chance de gagner des Expériences Précieuses. Les prix incluent une apparition dans une version spéciale du clip vidéo 'Abracadabra' et l'accès à la fête dansante Club MAYHEM de Lady Gaga. Le concours se déroule jusqu'au 9 février 2025, avec 15 gagnants recevant des prix d'une valeur de 4 000 USD chacun.
Cette initiative fait partie de l'élargissement du portefeuille musical de Mastercard, qui comprend des partenariats avec les GRAMMY Awards, les BRIT Awards et Live Nation. La campagne proposera un contenu exclusif dans les coulisses sur les réseaux sociaux de Mastercard.
Mastercard hat eine neue Zusammenarbeit mit Lady Gaga angekündigt, um ihr bevorstehendes Album MAYHEM zu fördern, das am 7. März erscheint. Die Partnerschaft konzentriert sich auf die Premiere des Musikvideos zu 'Abracadabra', der dritten Single des Albums, das von Parris Goebel choreografiert wurde.
Die Kampagne umfasst einen Wettbewerb, bei dem Fans die Tanzbewegungen des Videos in sozialen Medien nachstellen können, indem sie den Hashtag #MastercardGagaContest verwenden, um die Chance zu haben, Unbezahlbare Erlebnisse zu gewinnen. Zu den Preisen gehört die Teilnahme an einer speziellen Fan-Version des 'Abracadabra'-Videos und die Teilnahme an Lady Gagas Club MAYHEM Tanzparty. Der Wettbewerb läuft bis zum 9. Februar 2025, wobei 15 Gewinner Preise im Wert von je 4.000 USD erhalten.
Die Initiative ist Teil von Mastercards wachsendem Musikportfolio, das Partnerschaften mit den GRAMMY Awards, den BRIT Awards und Live Nation umfasst. Die Kampagne wird exklusiven Behind-the-Scenes-Inhalt auf Mastercards sozialen Kanälen präsentieren.
- Marketing partnership with high-profile artist Lady Gaga strengthens brand visibility
- Integration with social media platforms expands digital engagement
- Campaign aligns with existing music industry partnerships (GRAMMY Awards, BRIT Awards, Live Nation)
- None.
The brand calls on dancers and pop culture fans, celebrating them for dancing the choreography from the video for “Abracadabra,” the latest single from Gaga’s highly anticipated album MAYHEM, for an opportunity to win a Priceless Experience
Mastercard and Lady Gaga debut “Abracadabra” music video, celebrating music and dance like never before (Photo: Business Wire)
Mastercard and Gaga kicked off the campaign by premiering the video for “Abracadabra,” the third single from the album, MAYHEM. Featuring stunning choreography for which she collaborated with renowned creative, Parris Goebel, Mother Monster and Mastercard invite fans to recreate the showstopping dance moves for the opportunity to win Priceless prizes, including tickets to Lady Gaga’s Club MAYHEM dance party with the Mistress herself.
“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.”
For the opportunity to win the ultimate Priceless Experience – the once-in-a-lifetime opportunity to appear in a special edition of the “Abracadabra” (Fan Version) music video and a trip to Lady Gaga’s Club MAYHEM dance party where Gaga herself will celebrate her dancers - fans can share their “Abracadabra” dances on TikTok, Instagram and other select platforms with #MastercardGagaContest and submit their entry at priceless.com/gaga*.
“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,” said Rustom Dastoor, EVP of Marketing and Communications for the
The campaign unlocks special content fans didn’t know they needed, including an exclusive behind-the-scenes look at the making of the "Abracadabra” video, featuring Gaga’s own perspective about her creative choices for hair, makeup and wardrobe, choreography, dancers, and more. These clips will be featured on Mastercard’s social channels @Mastercard and @MastercardCA.
Mastercard is dedicated to inspiring communities around the world to follow their passions, including music. This partnership with Lady Gaga is a continuation of the brand’s growing music footprint, which includes longtime sponsorship of the GRAMMY Awards® and The BRIT Awards, expanded partnership with Live Nation and support of the music industry, artists and fans.
To learn more about the campaign and contest, please visit mastercard.com/Gaga.
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Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a sustainable economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250203038154/en/
Alyssa Rosenblatt
alyssa.rosenblatt@mastercard.com
914.249.1564
Source: Mastercard Incorporated
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