Turning streets into neighbourhoods

Mastercard were on the streets of london today turning streets into neighbourhoods and giving away fresh veg –  priceless.  It got people talking and crowding around, slightly wary of why it was free but lots of positive chatter.  I thought this was a good way of bring the idea being ‘Priceless’ to life and actually having an impact beyond a clever ad campaign.  BUT why would you not buy the keyword phrase?  Let it have impact beyond just the people who walk past it.  It forms part of a bigger campaign  –  see below article and also http://www.thebiglunch.com (although it has not launched yet)

http://www.marketingmagazine.co.uk/news/894864/MasterCard-supports-initiative-encouraging-neighbours-lunch/