How the Citi Sound Vault delivered exclusive music experiences during Grammy Week
Citi, during Grammy Week in L.A., launched Citi Sound Vault, a live music concert series that gives Citi cardmembers exclusive access to performances by major artists in intimate venues, as well as meet and greets and backstage access. The first Sound Vault took place Feb. 8-9 at the Hollywood Palladium (which seats 3,700) featuring performances by Sting; Beck performed on Feb. 10, The Chainsmokers on Feb. 11, and it wrapped with Metallica on Feb. 12. Attendees bought their way into the performances by using their Citi credit or debit cards to purchase tickets.
Citi outfitted the venue with branding, including mirror decals, column wraps and a step-and-repeat, and sold specialty cocktails inspired by the name of the performer. For example, during the Sting performances, it offered “The Roxanne,” which consisted of vodka, cranberry juice, triple sec and lime. For Metallica, the “Hardwired” drink featured blanco tequila, lime juice, agave, triple sec and lime. Attendees could also take their photos in a 180-degree photo booth for social media sharing.
Hosting concerts in smaller venues like the Palladium aligns with Citi’s marketing strategy to offer cardmembers exclusive music experiences—like offering music fans “front row seats” to performances via virtual reality and Google cardboard.
“Over the past 10 years, we’ve grown our entertainment program into one of the largest consumer access platforms of any brand. Music is firmly embedded in our DNA and our cardmembers are incredibly passionate about the types of access we enable them,” says Jennifer Breithaupt, managing director-media, advertising and global entertainment at Citi. “Coming off the most successful year of our program yet, we felt the time was right to take it to the next level.” Agency: Live Nation, Los Angeles.