MasterCard Worldwide yesterday announced its "Roots of Rock" sweepstakes, which will allow five winning U.S. cardholders a chance to meet Jon Bon Jovi, Eric Clapton or Kenny Chesney where the artist got his start in music. The card brand built the campaign on MasterCard's "Priceless" marketing platform, which identifies experiences that mean more than material goods, the company says. Chris Jogis, MasterCard vice president of brand development, tells CardLine the company is tying marketing to entertainment, including music, fashion and sports. The grand-prize winners can choose to meet Bon Jovi in New York or new Jersey, Clapton in London or Chesney in Nashville in 2009. The event features a meet-and-greet with the artist, a tour of locations that retrace the artists' roots and a concert. MasterCard automatically enters cardholders in the sweepstakes every time they use their cards between July 1 and Aug. 31. Cardholders who use the PayPass contactless payment option get double entries in the contest. Consumers also can enter the sweepstakes via MasterCard's priceless.com Web site, which is dedicated to experiential offers, such as music downloads from the sweepstakes artists and other performers from Universal Music Group and video downloads of PBS's "Soundstage" series.

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