Mastercard is heading to the Grammys and the Brit Awards to debut a new sonic brand identity scored with the help of Mike Shinoda of US rock band Linkin Park.
The new melody will play whenever consumers use their cards in physical, digital and voice environments.
The news comes on the heels of the company’s recent transition to a symbol brand, dropping its name from the logo and pitching it into the same wordless branding category as the likes of Apple and Nike.
As payments become invisible across digital commerce, the need for an audio cue to reinforce brand identity becomes increasingly important.
“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” says Raja Rajamannar, chief marketing and communications officer, Mastercard. “We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres.”
The card scheme plans to launch a multi-channel marketing programme starring Grammy-nominated artist Camila Cabello in the lead up to the 61st Grammay awards ceremony. Following the US introduction, the Mastercard sound will head to The Brit Awards in London and then Mobile World Congress in Barcelona.
Additional activations will be announced in the coming months, including the launch of Mastercard’s first smart speaker skill for its priceless.com campaign.