Mastercard has launched in Italy a competition connected to the European Football Championship which will take place in Portugal next June. After a purchase with the credit card, Mastercard's owners can enter the competition by texting an SMS with the first four digits of the card and the purchase authorization number. Entrants can win a travel to Portugal, digital cameras, and official Euro 2004 balls.

It's an interesting initiative to engage clients with the brand. Mastercard is investing pretty much in mobile marketing, looking to increase the loyalty of its customers rather than to acquire new clients. This is an attractive aspect to analyse. As in the online world, we see an evolution in the approach to the media: from acquisition and direct marketing, to branding, loyalty and CRM. Consolidation is in the air?