MasterCard International is kicking off a $400,000 nationwide sweepstakes today to highlight its "Future of Money" advertising campaign.
Television spots promoting the sweepstakes, which will end June 30, began appearing March 21. A grand prize of $100,000 will be awarded.
In early May, inserts in selected newspaper and magazines will feature a mosaic image of George Washington made of MasterCards. The photo mosaic was developed by the Massachusetts Institute of Technology's Media Lab.
Consumers will be asked to find hidden in the image six symbols of nontraditional places for using a MasterCard. "The idea is to illustrate what the future of money means to consumers now," said Christopher Matthews, vice president, marketing and promotions.
Consumers can also participate through MasterCard's Web site, clicking on the George Washington image with a mouse to reveal the clues under the cards.
The image can also be downloaded as a computer screen-saver.
The ad campaign comes as Purchase, N.Y.-based MasterCard continues its search for a new agency. The card association ended its five-year relationship with Ammirati Puris Lintas in March and has invited bids from several others.