Mastercard’s Cinema Benefits

MasterCard’s long-standing loyalty programme, “Priceless,” has built a reputation for offering customers unforgettable experiences—often centred around music or exclusive one-off events. While these moments have resonated deeply with members, they’ve typically been limited in availability and time-sensitive by nature.

Working on behalf of MasterCard, big group approached SPARK with a new ambition: to extend the Priceless offering into the cinema space by creating a more accessible, ongoing benefit—something that members could enjoy regularly, while still feeling exclusive and elevated.

The brief was clear: deliver more than just another cinema discount. Our challenge was to craft a solution that felt premium, personal, and perfectly aligned with the Priceless promise.

Leveraging our deep ties within the cinema industry, SPARK presented a range of strategic partnership options. Ultimately, ODEON was selected as the preferred partner, thanks to its strong presence in key geographic regions aligned with MasterCard’s target audience.

To bring the “always on” cinema benefit to life, SPARK developed a dedicated e-commerce platform that allowed Priceless members to purchase ODEON vouchers at discounts of up to 60%. The seamless, cardholder-exclusive experience enabled members to transact directly through the platform using their MasterCard, reinforcing brand engagement at every touchpoint.

To complement this ongoing offer, SPARK also curated and delivered a quarterly programme of exclusive screenings. Hosted at select cinemas, these events featured a mix of cult classics, advance previews, and current releases—all tailored to create a premium experience for members. When it became clear that MasterCard lacked the infrastructure to manage bookings for these events, SPARK quickly designed and launched a bespoke online booking system. This platform allowed attendees to reserve seats, view seating plans, and provided MasterCard with guest lists and event logistics—all handled seamlessly.

In addition, SPARK brokered a high-profile sponsorship deal between MasterCard and the Barbican in London. This partnership gave the brand valuable exposure around a standout cultural event, supported by rich social content and aligned perfectly with the Priceless ethos.

While SPARK’s reputation in the cinema sector laid the foundation for success, it was our digital agility and problem-solving mindset that truly elevated this campaign.

Faced with the gap between what ODEON could offer and MasterCard’s customer experience expectations, SPARK designed and launched a bespoke e-commerce platform that delivered seamless, scalable access to discounted tickets. When MasterCard needed a fast solution to manage event bookings, we responded in days—building a custom online platform that handled seat reservations, attendee management, and event logistics with ease.

Now into its third year, the partnership continues to grow. SPARK has expanded the offering by onboarding additional independent cinemas, broadening the reach and appeal of the platform. Today, tens of thousands of MasterCard customers benefit from an exclusive, high-value experience—driven by SPARK’s strategic thinking, digital delivery, and industry insight.

“When our client challenged us to engage with the world of cinema we knew exactly who to turn to. SPARK’s knowledge, contacts and plain hard work have been instrumental in developing a brilliant set of partnerships in the sector.“

Justin Bulley, Director, Big Group