32 Little Monsters front Mastercard and Lady Gaga’s new ‘Abracadabra’ fan edit campaign via McCann XBC and Brooklyn Brothers

Last month Mastercard and global icon and creative visionary Lady Gaga invited TikTok fans to appear in a special edition of the ‘Abracadabra’ (Fan Version) music video as part of a new campaign developed by McCann XBC and Brooklyn Brothers. The recreated fan edit has just dropped featuring 32 Little Monsters, with choreography and creative direction led by renowned New Zealand-born dancer, choreographer and creative Parris Goebel.

Together, Mastercard and Gaga’s new campaign celebrates the energy and ambitions of her fans, offering Priceless Experiences that immerse them in the world of MAYHEM, Gaga’s latest studio album, which launched on earlier this month.

With special access and unforgettable moments, Mastercard turned fans’ dreams into reality —connecting them to their favorite artist in ways that went beyond the stage.

Mastercard and Gaga kicked off the campaign by premiering the video for “Abracadabra,” the third single from the album, MAYHEM. Featuring stunning choreography for which she collaborated with Goebel, Mother Monster and Mastercard invited fans to recreate the showstopping dance moves for the opportunity to win Priceless prizes, including tickets to Lady Gaga’s Club MAYHEM dance party with the Mistress herself.

In a LinkedIn Post, Aussie expat Jim Curtis, former Global EVP, Executive Creative Director at McCann XBC said: “I’ve seen a lot of cool stuff in my career, but watching 32 fans step from TikTok onto the set of a real Lady Gaga music video, is definitely a major highlight. This is what happens when you take the world’s current No.1 dance music video and recreate it with just the fans and Lady Gaga herself.”

Said Gaga: “Music and dance have a profound ability to make people come alive and feel bonded to one another. I’m excited to partner with Mastercard to bring my passionate community of dancers and fans together to experience MAYHEM more intensely, to celebrate them joining me on the dance floor and giving back to them in a way I’ve never done before.”

Fans were asked to share their “Abracadabra” dances on TikTok, Instagram and other select platforms with #MastercardGagaContest and submit their entry at priceless.com/gaga*.

“When a beloved artist like Lady Gaga reaches her community in a way so powerful that it propels a movement, connects people and inspires others, it is truly remarkable,” said Rustom Dastoor, EVP of Marketing and Communications for the Americas, Mastercard. “We are honored to collaborate with her and bring our partners together to celebrate her phenomenon, deliver the unexpected for cardholders and fans everywhere, and to create Priceless Experiences for people in ways that only Mastercard can.”

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