Citi Targets Music Fans with an Instagram Contest
Citi last year partnered with John Mayer to provide cardmembers access to various touchpoints, like receiving his new album “Paradise Valley” prior to its release. But to amplify the partnership and provide another touchpoint for cardmembers—and Mayer fans, as well—Citi launched an Instagram photo contest tied to a free trip to New York City to meet the singer-songwriter and attend his show at Barclays Center in Brooklyn, NY.
Citi announced the contest on John Mayer’s official Instagram account (@johnmayer) which ran it for two weeks. Fans were encouraged to participate by posting photos with the hashtag #BKLovesMayer. A microsite hosted by Billboard compiled all photos, then tagged them in a creative and engaging way before photos were filtered for content and updated in real-time. There, fans received instructions on how to submit to the contest and were able to access the official rules.
Fans could also create a shared photo with their friends by pairing their original photo submission with a photo submission from one of their friends or another fan on the microsite. Fans who created a single rendered image from two photo submissions were entered to win an autographed copy of “Paradise Valley.” In addition to winning the trip to New York, Citi hosted the Instagram winner among VIP guests at a pre-show reception, which included a meet and greet.
Ultimately, over 3,000 images were posted in response to the contest call to action. The hashtag ended up reaching more than 780,000 unique users on Instagram with 2.3 million impressions.