Mastercard reveals new augmented reality app to show card benefits to users

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Mastercard has revealed its latest augmented reality (AR) app that aims to allow cardholders to see, explore and access the various benefits of their credit card.

The app, announced at CES last week, offers a photorealistic AR experience to its users taking them to a 360-degree virtual environment, where a series of interactive portals brings their card benefits to life. It was found in the ‘J.D. Power 2018 U.S. Credit Card Satisfaction Study’ that rewards continue to drive consumer satisfaction with cards; yet just a third of credit card holders completely understand all the benefits that are made available to them.

By making use of AR, the latest Mastercard app puts benefit information front and center for cardholders in a completely immersive experience which could be accessed easily by making use of mobile devices.

Raja Rajamannar, chief marketing and communications officer at Mastercard said: “By leveraging an intuitive AR design, cardholders can now easily find and fully explore their benefits that otherwise might have been overlooked.” “With the new Mastercard benefits app, these cardholders will experience an immersive and truly unique environment where every tap delivers the value and benefits of their card in a fashion never experienced before,” added Tim Sloane, vice president at Mercator Advisory Group.

This was by no means the only launch the company made at CES. Mastercard has also announced its collaboration with songwriter and producer Niclas Molinder to engage with some of the upcoming global artists. Mastercard will be working with Nadine Randle, a Swedish artist for its first song drop. The single, which is titled “Merry Go Round”, will be making its debut at Live @ CES.

Audio is a key element of Mastercard’s communications strategy. The company is actively exploring the concept of ‘sonic branding’. Marene Arnold, marketing and communication director at Mastercard Netherlands, told sister publication MarketingTech in October that the company was anticipating the rise of voice shopping. “Normally if you make a payment in eCommerce, the brand you pay with is very visible and it gives you a feeling of security,” Arnold said. “Once you are voice shopping, and you don’t actually see what your device is doing, you still want that feeling of security.”

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