Digital goods have long been a staple of e-commerce, but many consumers are still not accustomed to using digital wallets to buy low-ticket items. Mastercard hopes to change that by dangling in-store and online deals this month with a live promotion tied to TV's Grammy Awards.

During the Feb. 12 Grammy Awards broadcast, viewers with Masterpass enabled on their computer or mobile device will receive cues enabling them to purchase special offers like movie tickets, fashion items and a trip to next year’s Grammy presentation for $1, Mastercard said in a Feb. 6 press release.

In the days leading up to the Grammy broadcast, consumers who visit the former location of Tower Records in Los Angeles—now Gibson Brands Sunset—also may use Masterpass to buy vintage vinyl records for $10 in an “experiential record store” Mastercard will operate from Feb. 9-11 featuring live performances and other entertainment.

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