MasterCard International is launching a multi-channel program geared toward increasing use of its debit card. The program’s centerpiece is a “SunStakes Sweepstakes” campaign, which offers debit-card users a chance to win a variety of prizes each time they use their card.
Roughly 40 million individuals throughout the United States hold a MasterCard debit card.
The sweepstakes program is the first done nationwide for the company’s debit card, according to Millena Leiningen, vice president, marketing and communications, North America deposit access, MasterCard International.
The contest’s direct mail will be sent out by institutions that issue the cards. Although the program will not officially launch until April 15, MasterCard has already provided banks and other financial organizations with 15 million statement stuffers touting it. The effort will run through June 30.
Additionally, 15 compact discs containing logos and templates for letters have been provided to issuers that want to design standalone direct mail pieces. Leiningen did not venture a guess regarding the number of mail pieces the issuers might mail.
MasterCard is also providing radio commercials to support the program. The radio ads should reach roughly 100 million consumers, according to Leiningen.
Debit products represent a growth industry in the United States. The total volume of transactions done on them within the past year increased by 25%, Leiningen said.
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