With an eye toward making a splash among consumers bent on finding the best bargains, MasterCard International is launching a contest to find America's smartest shopper.
The winner, who will be crowned Oct. 28 at the Mall of America in Minneapolis, receives a $25,000 MasterCard credit.
MasterCard said the multiphase promotion reinforces its "smart money" advertising campaign, and its MasterValues point of sale marketing discount program.
"There's a whole status involved with smart shopping," said Mava K. Heffler, MasterCard's vice president of promotions. "That's why we have, for example, MasterValues at factory outlets. This really underscores that in a way that involves consumers."
Consumers will be asked to submit shopping tips through print and broadcast media and entry forms on summer MasterValues statement inserts distributed by their card-issuing bank, and at malls in Atlanta, Boston, Seattle and Cleveland, where shoppers can submit entries at designated locations.
A panel of consumer reporters will judge the shopping tips based on uniqueness and originality. Entries will be grouped into four geographic regions. Four entrants per region will be selected to compete in regional "Smart Shopping Searches" - game show-like events to be held in September and October.
The four regional winners each receive a $5,000 MasterCard credit and advance to the national final for a more challenging game show-style shopping quiz.
MasterCard expects to expand the promotion to other products, and possibly to conduct similar contests overseas.
The search for America's smartest shopper has not been done before, Ms. Heffler said, even though prototypes for it have been around, such as the syndicated newspaper column, Hints from Heloise.
"We know the concept intrinsically has withstood the test of time," she said. "Today smart shopping is really like a battle cry." Allowing consumers to share their ideas through this initiative will be of value to them, she added.
In addition to the contest, MasterCard will hold various "smart shopper- themed" programs. Shoppers can redeem their MasterCard receipts from purchases made at the four malls during "Smart Shopper Weekends" for premiums or prizes.
A MasterCard consumer credit specialist will be available at the malls to answer shoppers' questions on credit and debit cards, electronic bill paying, avoiding credit card fraud, and using an automated teller machine card, among other topics.
And MasterValue coupons for up to 25% off at participating mall merchants when paying with a MasterCard will be distributed.
Mall merchants can participate in credit and debit card fraud and security seminars conducted by MasterCard's U.S. region security and fraud division.
