Mastercard partners with Lady Gaga on fan competition

Mastercard has teamed up with Lady Gaga to debut the music video for "Abracadabra," the third single from her album MAYHEM, and is now offering fans an exclusive competition.

The global payments company is inviting fans to showcase their moves by recreating the music video’s choreography for a chance to win prizes in the ‘Priceless Experience’ campaign.

Prizes include tickets to Lady Gaga’s MAYHEM dance party as well as an opportunity to be featured in a special fan edition of the “Abracadabra” music video.

To enter the competition, Mastercard calls on dancers and pop culture fans to share their dance moves from Abracadabra on TikTok, Instagram and other select platforms using #MastercardGagaContest, then submit their entry on the Mastercard website.

The campaign also offers exclusive content, including a behind-the-scenes look at the making of the music video, including Lady Gaga’s insights into her creative choices for her hair, makeup and wardrobe, choreography and dancers, which can be found on Mastercard’s social channels.

The competition aligns with Mastercard’s mission to inspire communities around the world to follow their passions, including music.

It also strengthens the brand’s growing music footprint, which includes a longtime sponsorship of the GRAMMY Awards and The BRIT Awards as well as a partnership with ticker seller, Live Nation.

Lady Gaga said: “I’m excited to partner with Mastercard to bring my passionate community of dancers and fans together to experience MAYHEM more intensely, to celebrate them joining me on the dance floor and giving back to them in a way I’ve never done before.”