Citi’s Philanthropic Sponsorship Includes VIP Access
How do you make a feel-good experience feel even better? Ask Citi, which leveraged its presenting sponsorship of the No Kid Hungry dinner event program to give its cardmembers a VIP experience within an experience that was all about giving back.
From exclusive pre-sale offers to skipping the line to carte blanche access to free drinks and other perks inside a Citi VIP lounge, cardmembers at the fundraising events enjoyed the benefits of card ownership while supporting the greater good. The strategy not only amped up cardmembers’ experiences, it amped up Citi’s social media impressions, favorability ratings and click-through rates—well beyond expectations.
The strategy was designed in part to drive awareness for Citi’s culinary offerings, specifically its Citi Private Pass (ticket access) and Citi Table (dining) platforms. Pre-sale efforts focused on existing cardmembers in each of the primary markets where the dinner events took place, including New York City, Washington, D.C. and Los Angeles.
Expedited VIP check-in, branded bike rack stations, special seating areas, a photo booth, bespoke cocktails and a social media vending machine (featuring free aprons, oven mitts, wine pourers and more) were among the many bonuses in the lounge.
#CitiTable represented all the action across social media, where the campaign generated seven million impressions from just two of the dinner events. Click-through rates on Citi’s splash pages were 10 times the average—on par with some of the brand’s most in-demand offerings, including Billy Joel tickets. And the best part, the No Kid Hungry program raised enough money to fund 60 million meals to children in need.