Grade B24 sourcesHIS-00279
Mastercard: Abracadabra: From Fan to Featured
Campaign · 2025 · Notable
Mastercard cast 32 fans in Lady Gaga’s Abracadabra video after a sponsored dance contest.
Spread Score
How it worksNumbers
- Campaign strategist’s global impressions claim; cutoff undisclosed
- 1.4B
- Self-reported · Teanna Bass; campaign social engagement strategist
- Seed to peak proxy
- 2 days
- Feb 2 ’25 to Feb 4 ’25
- Platforms
- 6
- Started on TV
- Origin
- Mixed
- Finance
How it spread
Trace the originMastercard 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.
Proxy date; not a directly measured attention peak.
13 more events on this chart
Join free to see themTimeline (16)
Changelogupdated Oct 16 ’26
- Revised 1 number
- Fact-check passed (36 claims)
- Added 1 event · Revised 15 events · Added 4 sources · Archived 2 sources · Added 1 number · Revised 10 numbers · Revised 1 series · Summary rewritten
- Added: 15 events, 20 sources · Score 52
Spread the same way
New cases, every week
How the next thing spread, the week it does.