Citi's Billboard Awards Sponsorship Hits a High Note - Event Marketer

Citi’s Billboard Awards Sponsorship Hits a High Note

DB_Citi_2015 Ex
Brand: CITI
Agency: MAC PRESENTS
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2015

Credit cards offer all sorts of perks, but the challenge for credit card brands is communicating those benefits to potential new cardmembers and existing cardmembers, alike. To promote its ThankYou card points that offer perks in the entertainment space, Citi last spring sought a national platform, brokering a deal with Dick Clark Productions to establish Citi as a marquee sponsor of the 2014 Billboard Music Awards.

Among elements of the sponsorship were social promotions and an on-site activation at official pre- and post-parties. Citi also secured nine-time Grammy-award winner John Legend for two performances—one in New York City during Super Bowl week and another in Los Angeles, the latter of which was used to capture video content for a commercial spot. Citi gave ThankYou cardmembers the opportunity to purchase tickets to the exclusive concerts.

Citi ThankYou rounded out the sponsorship by hosting a custom flyaway sweepstakes on the brand’s social media platforms to drive engagement and chatter. To enter the contest, guests were required to sign in and post through their Facebook accounts, which increased social interactions and generated almost 4,000 entries in six days.

The “Win a Trip to the Billboard Music Awards” sweepstakes ran for a week, and the grand-prize winner won a trip to the Billboard awards in Las Vegas. The winner of the sweepstakes posted on social throughout the weekend, tagging Citi and using the #CitiThankYouRocks. Additional performance content from the L.A. concert was edited and pushed out via Citi’s social channels. The video from L.A. has collectively been viewed more than one million times—music to Citi’s ears.

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