Mastercard introduces new “sonic branding” at the British Open

Mastercard introduces Sonic branding

As a main sponsor and Card of the British Open, Mastercard launched its new sonic branding in the Royal Portrush Golf Club, Northern Ireland last week.

Outside – brilliant golf activity on the lush green fairways, with Irishman Shane Lowry leading the way. Inside – consumerism at play, avid purchasing of golf clothing and memorabilia in the Golf superstore at the Royal Portrush golf course.

Nearby in the Mastercard Clubhouse there is a new sound emitting from the electronic cash registers. The sound of Mastercard’s new sonic brand, a 3 second track called “Acceptance”. See and hear below.

The Mastercard sound of acceptance is described as “a short, unique and memorable sound”. It is played when a transaction takes place. And is intended “to connect consumers with the Mastercard brand in a new way – as well as “providing audio reassurance that their payments have been made successfully. (The sound for unsuccessful payments is not detailed).

Together with Global Payments and Ingenico, Mastercard has developed technology to enable payment terminals play its sound of acceptance whenever a Mastercard or Maestro Card is used.

“Sound adds a powerful dimension to our brand identity” said Mark Barnett, President UK and  Ireland at Mastercard. “We are thrilled golf fans at Portrush will be the first in Ireland and Britain to experience our sonic brand when they use their Mastercard at the British Open.”

Earlier this year, Mastercard debuted its sonic brand identity. Described as “a comprehensive sound architecture with a distinct melody. And providing simple and seamless familiarity across physical, digital or voice payments.” The sonic brand is wide ranging, includes variations of the Mastercard melody from regionally modified styles to an opera version.

Mastercard is a technology company in the global payments industry, with a processing network in more than 210 countries and territories.

Champion

And yes. Golfer Shane Lowry led the British Open from start to finish. Congratulations to the man from Clara, County Offaly, Ireland.

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