MasterCard Rolls Out 'Roots of Rock'

NEW YORK Free downloads and the chance to meet a rock star are the main draws of MasterCard’s “Roots of Rock” sweepstakes, which also marks the first major entertainment sponsorship that lets consumers access the entire Universal Music Group catalog.

The effort will attempt to target MasterCard’s massive base of consumers with an appeal to one of their common denominators: music.

It also constitutes a break from the company’s usual approach to promotions. MasterCard’s sponsorship support has historically revolved around sports.

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