Dentsu Aegis Network agencies The Story Lab and Carat have partnered with Pedestrian.tv to unlock instant rewards for beachgoers in a series of pop-up activations for Mastercard Debit Rewards.

Designed to spread the word and drive awareness of Mastercard’s Australian-first debit rewards program amongst its Millennial audience, the distinctive, personalised beachside activations have injected a bit of fun into the punters’ everyday.

Against the striking backdrops of Sydney’s Cronulla Beach and Melbourne’s St Kilda Beach, and incorporating the larger-than-life vision of artist George Rose, beachgoers were given the opportunity to physically unlock a wealth of instant rewards from one of four vintage school lockers.

From beach games and sunnies, to Event Cinema tickets, Crust Pizza vouchers and Xbox gaming codes, each reward was guaranteed to make the recipient’s day just a little bit better, while directing them to access even more rewards and offers through the Mastercard Debit Rewards program online.

The activations are a part of a broader campaign with Pedestrian.tv, including video content and an editorial series that marries the passions of the audience with the exclusive rewards anchored to these.

Sarah Pike, head of marketing and communications at Mastercard Australasia, said: “This campaign was built with our audience’s key passions in mind. This gave us the licence to have a lot of fun.

“Together, with our agency partners The Story Lab and Carat, and media partner Pedestrian.tv, we’re getting Mastercard Debit Rewards on their radar in a really exciting way.”

Namita Sopal, group business director at The Story Lab, said: “Mastercard’s new and innovative debit rewards program is designed with the Millennial audience in mind; for which experiences of being rewarded can seem few and far between.

“In order to excite them about the product, we needed to inject that joyful feeling in their everyday – and their Instagram feeds. Our beachside activations have done just that.”

James McManus, head of creative projects at Pedestrian.tv, added: “These pop-ups are all about mobilising and gamifying Mastercard Debit Rewards, stretching out to unexpected summer hubs and giving young beach goers a big smile and a taste of the ultimate freebies they can score for sticking with Mastercard.”