Having successfully launched Priceless London in 2011/2012, Big Group had ongoing aims for 2013 of driving membership to 100,000 registrations, increasing engagement across Mastercard’s official social media platforms and strengthening brand equity in music. It staged a total of 73 Priceless events, including gigs, experiential events and theatre nights. Highlights included a pop-up museum cocktail bar, a giant confetti-filled balloon-pop at a boutique shopping event, and Elphaba from the hit musical Wicked serenading cardholders. New registrations went up 111% between May 2013 and May 2014, and there was a 212% increase in social media engagement. The success of these events and experiences has led to the programme being rolled out to 35 cities worldwide, and it is expected to reach 60 cities by the end of the year.