MasterCard listens in on Sydney’s pulse in a new digital campaign and promotion via MercerBell

Sydney has a heart, and Sydneysiders have the power to influence the rhythm and language of their city’s Pulse, thanks to MasterCard Priceless Sydney, and MercerBell.

The Pulse is a tool that listens to what Sydney is talking about, aggregates these conversations in real time and shows what’s happening in the city’s heart. To influence The Pulse, people have to engage in social conversations.

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Says Carmela Soares, digital creative director at MercerBell: “We started with Sydney’s conversations to create The Pulse. Then the magic happened. We transformed the data from social media listening tools into The Pulse of Sydney, a living heart that beats to the rhythms of what Sydneysiders love.”

Alongside The Pulse is a promotion in which people can apply to win a Priceless Sydney experience. But Sydney decides which one – according to what’s trending on The Pulse. To win a different prize, people have to influence The Pulse by creating social conversation about it until it trends – creating a cycle of sharing.

Says Soares: “The Pulse of Sydney is more than a campaign. It’s a unique way of using data. We can analyse and adapt to trends, guide the campaign and inform the client’s business model, and support some of the most sophisticated CRM programs ever.”

Says Michelle Pilot, VP head of marketing MasterCard: “We wanted a way for the Priceless Sydney campaign to provide a conversational connection with the residents of Sydney, and The Pulse is a unique way for us to be at the heart of those conversations. MercerBell has visualised the live data of social media conversations into a way for Sydneysiders to see what each other loves about this great city.”

Michelle Pilot, VP Head of Marketing, MasterCard

Smith & Western, Music and sound design