Serendipity is when unexpected circumstances and an insightful “aha” moment leads to a valuable and unanticipated outcome. This presentation looks into how brands can create serendipity for their customers by leveraging social media. MasterCard’s #PricelessSurprises campaign was used as a case study. There are three lessons learned from this campaign. First, a brand needs trying to be addictive and welcomed, rather than annoying and disruptive. It is also important to have quantifiable goals and measurement metrics to monitor social media campaigns. Finally, brands need to aim at targeting the right customers at the right moment with the right content.