Some philanthropic efforts are best accomplished without a PR stunt. In this episode of "What Were They Thinking?" Melissa shares the latest MasterCard "Start Something Priceless" campaign effort tied in with the World Cup, as well as the ensuing social media backlash.

To hear MasterCard's side of the story, check out this article published by Ad Age, in which CMO/CCO Raja Rajamannar discusses how the credit card company's good intentions were misinterpreted.

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