Mastercard

Mastercard selected LandVault to join agencies VIA and Carat to bring pride to the metaverse as part of their ‘Your True Self is Priceless’ project, a campaign designed to celebrate the power that comes from embracing and living as your authentic self and anchored around the sponsorship of historic New York City Pride.

The campaign builds on Mastercard’s commitment to the LGBTQIA+ community, following the company’s 2019 introduction of True Name, a card feature allowing transgender and non-binary cardholders to display their chosen name on their Mastercard.

With the overall concept and strategy led from VIA & Carat, LV was brought on to help bring VIA’s design vision to life, manage and build the entire activation space, which included a community centre, dance floor, and a space for live events.

An end-to-end solution

Much more than just a builder, LandVault was able to support the whole project end to end, from virtual land rental to driving traffic through influencers. Given the work that had already been done to sponsor Decentraland’s own Pride Activations, extending into their very own Pride Plaza felt like a natural extension. 

Land

The experience was hosted on our land (6x5) in Decentraland, rented by Mastercard for the duration of the activation. Our land concierge service accepts monthly payment in fiat currency, to reduce barriers to entry for clients.

Influencers

We worked with influencers and creators such as Shanée Benjamin, Rahemur Rahman and Laurel Charleston to deliver amazing wearables available to collect within the Pride Plaza, allowing the audience to express their True Self in the experience. This was a success, with over 1,000 collectibles redeemed over the course of the activation.

Live events

The Mastercard Pride Plaza offered opportunities for community members and allies to connect in a space where attendees are encouraged to be their truest selves. For example, Mastercard asked members of the LGBTQIA+ community to write candid, handwritten letters to their younger selves during any time in their journey to embracing their true selves however they choose.

LandVault implemented video capabilities to enable this, as well as host Q&A with affluent members of the LGBTQ community.

Driving real results

Mastercard had a clear goal to get their brand seen in an authentic way, which was achieved with AdAge’s recognition as top metaverse experience in June, and over 100,000 minutes spent in the experience overall.

Watch Mastercard Pride Plaza | Client Build Demo

What they say

“LandVault is grateful to Mastercard for embracing a pioneering and ground breaking way to engage their customers. The metaverse home to the next 2 billion consumers and it’s amazing to have brands like Mastercard set the cultural tone. We are incredibly proud of our partners VIA and Carat without whom this project would never have happened .” Samuel Huber, CEO LandVault