MasterCard has become one of the first brands run a promotion around the upcoming prequel to the Da Vinci Code, Angels & Demons.MasterCard’s move is part of a new strategy to align the credit card brand with movies and follows its sponsorship of The Times BFI London Film Festival last year. MasterCard has said Angels & Demons will be ‘the first of many’ film associations with the brand.
The partnership around Angels & Demons was created by Sony Pictures agency Atom Marketing. MasterCard cardholders will be offered the opportunity to win tickets to a pre-screening of the film. Guests to the event will also be invited a MasterCard ‘VIP’ post show party. The Da Vinci Code was a major success for Eurostar when it tied up with the film in 2006. The online competition entitled The Eurostar Quest offering a £137,000 prize won numerous awards for agency Space, which created the campaign. The film, which features Da Vinci Code actor Tom Hanks as Robert Langdon aiming to halt a terrorist attack against the Vatican, launches 15 May.
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