# Mastercard: Abracadabra: From Fan to Featured

> Mastercard cast 32 fans in Lady Gaga’s Abracadabra video after a sponsored dance contest.

- Owner: Mastercard; campaign by McCann XBC and The Brooklyn Brothers
- Kind: Campaign
- Sector: Finance
- Seed date: 2025-02-02
- Peak proxy date: 2025-02-04
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 52 (Notable, provisional), v1.2
- Mechanics: Challenge, Identity badge, Fandom mobilisation, Response chain, Newsjacking

## Summary

Mastercard premiered Abracadabra during the Grammys and invited dance auditions. A contestant shared their audition on Reddit; the hashtag also appeared on Snapchat. Mastercard released a video with 32 fans and claimed a Gen Z brand lift.

## Timeline

- 2025-02-02 — Mastercard / Lady Gaga (TV) — Mastercard premiered Abracadabra during a Grammys commercial break and invited fans to audition.
- 2025-02-03 — Mastercard (Open web) — Mastercard invited fans to post dance auditions with #MastercardGagaContest and submit their video URLs.
- 2025-02-03 — Marketing Dive (Press) — Marketing Dive covered the sponsored video, fan casting contest and Club MAYHEM prize.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/mastercard-abracadabra-fan-to-featured

Cite as: How It Spread (2026). “Mastercard: Abracadabra: From Fan to Featured.” Case HIS-00279. Spread Score v1.2: 52/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00279