NEW YORK (CNNMoney.com) - Cost of two commercials during the Oscars: $3.4 million. Nudging consumers to MasterCard's Web site to compete in two interactive contests: priceless.

MasterCard will air two fill-in-the-blank "Priceless" commercials during this Sunday's Oscar telecast in an attempt to lure viewers to more targeted media, according to a USA Today report Friday.

In the 30-second ads the announcer says "blank" and a dollar amount. In one ad, a man sits at a typewriter in a pasture and the announcer says, "Blank: $9." In the next scene a woman on a motorcycle drives by and the announcer says, "Blank: $60."

The ads are meant to drive consumers to www.priceless.com, where they can fill in the blanks as part of a contest. The winning words will appear in a final version of the commercials, which will be televised later in the year, the newspaper said.

"This is the next step in converged media," Harry Keeshan, director of national broadcast for buying agency PHD, told the newspaper. "It's the next step of maximizing the investment you make in broad reach programs and supporting it in other channels."

MasterCard is one of 17 advertisers paying about $1.7 million for a 30-second spot during the Oscar telecast, according to the report.

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