Priceless Surprises

UK Journalists seeking accreditation for Brit Awards asked to agree coverage of sponsor MasterCard

Another lesson of how not to use Social Media was learned today, after the PR company who represents this year’s BritAwards sponsors MasterCard appear to have insisted that journalists guarantee coverage for their client, if they wish to attend the event.

Before two journalists from the broadsheet The Telegraph were given accreditation to attend the event, House PR reportedly asked them to agree to a number of requests about the coverage they will give the sponsors.

Unbelievably they went as far as to draft Twitter messages which they would like the journalists to send out and asked that they include a mention of the marketing campaign #PricelessSurprises and @MasterCardUK.

Here’s the email that was sent to Telegraph Mandrake columnist Tim Walker:

Hope you’ve had a lovely weekend. As you know we’ve been in touch re. accreditation for the BRIT’s but just wanted to check in with you directly to confirm that you are happy with the below.

Firstly as part of our Priceless Surprise we are putting on cars to take guests directly to the awards – we will be booking your car to take both yourself and Katy from the office at 4:30pm. Are you happy with these details?

The Internet Speaks...

The Internet Speaks…

In addition – in return for this ticket we would like to ask that you agree to the following…

Social media support from both publication and personal Twitter feed

Pre event – e.g. Really excited to be heading down to @BRITAwards tonight with @MasterCardUK #PricelessSurprises