Mastercard: Food Truck FeasT


It’s rare, but sometimes there is such a thing as a free lunch. To promote the launch of their “Priceless Cities” platform, we worked with MasterCard, and the New York foodie community to generate buzz locally for the brand while giving treating opportunistic fans to the unexpected. 


MasterCard secured 40 of the best food trucks and once a week, for a month, we hooked people up. All they had to do was “like” the Priceless Cities Facebook page or tweet it. Immediately, word spread, participating trucks helped by tweeting about the campaign and New Yorkers were enjoying some of the best food in the city for free. Priceless.


Food Truck Feast was an overwhelming hit:
6.5 Million People Reached
17K Facebook Likes
Over 3,500 Leads for Priceless New York
20,000 New Yorkers served


Bees Awards 2012 - Winner - Best Use of Geo-Location in Social Media Marketing
Webbys 2012 - Honoree - Best Use Of Social
Creativity 2012 - Interactive -  Featured Work
Featured in Creativity Online, Coloribus, The New York Egotist, PSFK,
With a guest appearance by: Chef Marcus Samuelsson


TEAM    R/GA Live Events Team, Brian Schultz, Elizabeth Valleau, Michael Hernandez,                                       
ROLE     Visual Designer   art direction, experiential development