fan to featured

When Gaga dropped her highly anticipated music video on GRAMMYs night, Mastercard convinced her to reshoot it.

Only this time…starring the fans.

What started as a brand sponsorship became a way to bring fans closer than ever and make a major pop culture moment more inclusive. 

The BTS footage of ‘Abracadabra’ that launched the global audition.

1.2B views in one week

180 million people on TikTok saw it. In. Just. 24. Hours.

500+ pieces of earned media