PURCHASE, NY: MasterCard will launch a blog next month celebrating individuals and businesses around the world that have adopted cashless transactions.
The credit card company, which promotes its vision of a “world beyond cash,” will unveil the Cashless Pioneers blog along with a social and mobile newsroom called the MasterCard Engagement Bureau.
In the past, MasterCard posted stories about people who accepted digital payments in a section of its online newsroom. But since consumers interacted most often with that part of the site, the business decided to launch the blog as a standalone entity, said Andrew Bowins, SVP of external communications at MasterCard.
For the last 18 months, the payments company has collected stories from around the globe about “cashless pioneers,” such as a food truck in Mexico that began accepting digital payments and grew its business by between 20% and 30%.
Bowins said the company gathers stories through social and digital media, as well as from its sales teams, interns, and employees.
“It's a really great grassroots initiative that matched up with the PR machine and production capabilities of MasterCard,” he added.
The blog will be a content platform that will allow the company to syndicate the stories it publishes and invite consumers and influencers to engage them.
In addition to telling its own MasterCard stories, it will curate other content for the blog with the help of technology company Percolate, said Bowins.
W2O Group is helping MasterCard build the content strategy and infrastructure of the blog and newsroom, while Ketchum is helping the company shape stories and create sharable content.
Bowins envisions the newsroom, which has had three iterations in as many years, as a “social, mobile megaphone for the company, engaging stakeholders, media, and influencers.
He added that the days of companies having an online presence and only hoping that consumers would engage it is over, noting that it is time to look at these platforms as “conversation ecosystems.”
“Every transaction has a story that is unique to the individuals who are experiencing a world beyond cash,” said Bowins. “We're going to bring those stories to life and celebrate them, and in turn make MasterCard more relevant to those in the conversations.”