The Take 40 Live Lounge partnership with Debit MasterCard was developed as a part of Debit Mastercard's 'Priceless Music' series. Entry to one of the exclusive events from artists including Guy Sebastian, Snow Patrol, Simple Plan, Adam Lambert was via a promotional entry point reserved for cardholders. Content including seamless brand integration for Debit MasterCard was amplified via free to air TV, VEVO and MasterCard and Take 40's owned and social channels.