Citi Leverages Rolling Stones to Boost Private Pass - Event Marketer

Citi Leverages Rolling Stones to Boost Private Pass

DB_Silver_Citi_2014 Ex
Brand: CITI
Agency: MAC PRESENTS
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2014

Music fans want VIP access, and Citi wanted its customers to know they care, so when it set out to leverage its sponsorship of the Rolling Stones 50 & Counting Tour, the play was both perfect and well considered.

The program allowed Citi to promote Citi Private Pass, which rewards card members with exclusive perks. The brand entertained VIP guests as well as friends and family of the band in a custom VIP Lounge built out at each venue along the tour route. Some guests even got a shot at a backstage tour or a meet and greet with The Rolling Stones.

Activations started just a few days before the tour did, and the pre-announcement action focused on the hashtag, #StartMeUpWednesday, which pulled in more than 27.3 million impressions and reached more than 5.3 million individual users on Twitter… in a week. The VIP lounge at each show hosted Citi guests and friends of the band and offered eats and an open bar decked out in Glam Rock style right up until the Stones started playing. A custom retro photo booth was incorporated into the Citi VIP Lounge and guests shot photos and printed them out as keepsakes of the once-in-a lifetime experience.

And, then there were the 10 or so fans that got a chance to meet the Stones themselves—we guarantee Citi earned more than a few lifetime members with that one. What’s more, in just eight weeks, the brand scooped up more than 747 million social impressions and the official Stones app, presented by Citi, had more than 15 million page views. You can always get what you want.

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