Mastercard announced digital Priceless experiences involving Camila Cabello and other ambassadors on May 19, 2020. The initiative adapted an established in-person experience program for audiences spending more time at home during the pandemic.

Cabello's acoustic sessions were scheduled to begin on May 27. The wider lineup included sporting insights, cooking lessons, virtual museum visits and behind-the-scenes access to cultural venues, with activities spanning several countries.

Other participants included rugby player Bryan Habana and tennis player Naomi Osaka. Mastercard also described esports content, golf advice and performances designed for online viewing. The offerings sat within its broader experience marketplace, which included opportunities to give experiences as gifts.

The company's marketing chief Raja Rajamannar said it was adapting sponsorship relationships to connect consumers with their interests digitally. The announcement set out a program of scheduled and forthcoming experiences in 2020, rather than a permanent entitlement attached to every Mastercard product.