Citi Sound Vault The Hollywood Palladium | February 8-12, 2017

Citi and Live Nation take over the BIGGEST week in music

Citi, working with Live Nation, unveiled “Citi Sound Vault,” a new live music platform curated exclusively for cardmembers to access unprecedented music experiences across the U.S.

From performances by major artists in intimate venues, to meet and greets and backstage access, Citi Sound Vault goes beyond ticket access to deliver extraordinary, once-in-a-lifetime experiences.

ONE WEEK . FIVE SHOWS . ALL MUSIC

Citi launched Sound Vault during Grammy week and provided Cardmembers with a one of a kind experience and a chance to attend intimate shows with some of the biggest names in music...

February 8 & 9: Sting, 16-time GRAMMY Award winner

February 10: Beck, GRAMMY Album of the Year winner, 5-time GRAMMY Award winner

February 11: The Chainsmokers, 2017 GRAMMY Award winner

February 12: Metallica, 8-time GRAMMY Award winner and 2017 GRAMMY Award nominee

“For nearly a decade, Citi has been providing our cardmembers with incredible access to entertainment. Now, we’re excited to take it to the next level to bring cardmembers true once-in-a-lifetime experiences with some of the world’s biggest artists,” said Jennifer Breithaupt
“Citi Sound Vault epitomizes the work we strive to create for our partners by providing them with custom music experiences” - Darin Wolf

Launch & Press Coverage

Citi Sound Vault was heavily covered by the press and media before, during, and after the Grammy week. The coverage kicked off with an exclusive in Forbes followed by features in major outlets included:

CBS, Billboard, People, US Weekly, The TODAY show, Ad Age, Pitchfork, LA Daily News, and MORE.

Overall, Citi hosted 165 reporters and 33 photographers that generated an estimated 100M impressions.

https://www.forbes.com/sites/hughmcintyre/2017/01/30/the-chainsmokers-metallica-beck-sting-partner-with-citi-for-new-platform-sound-vault/#157ee5b219d1
http://pitchfork.com/features/sponsor-content/10019-live-from-citi-sound-vault/
NATALIE GETS MUSHY OVER STING IN THE CITI SOUND VAULT (VIDEO BELOW)

Social & Content

Citi, Live Nation, and Superfly developed an extensive social strategy to amplify the series and build awareness of Citi Sound Vault during Grammy week.

Artist, Brand, Venue and Partner social channels were leveraged from series announce through post-show to share original and engaging #CitiSoundVault content to followers.

These efforts generated 4.6K+ mentions of #CitiSoundVault from January 30th through February 14th.

Posts

Twitter

Facebook

Instagram

Content

All video and photography was captured, edited, and approved onsite to provide real-time, original content for Citi social channels.

Chainsmokers Slow-Mo

PASSWORD: livenation

Metallica Timelapse Sizzle

PASSWORD: livenation

Twitter Amplify

Twitter Amplify was used to further drive the real-time excitement and social conversation during the Beck, The Chainsmokers and Metallica shows. An artist specific video was tweeted from @LiveNation and amplified with :04 sec Citi Sound Vault pre-roll.

Twitter Amplify platform generated

~ 5.5M impressions

1.8M+ pre-roll video views

33% pre-roll video view rate

Facebook Live with Beck

A Facebook Live Q&A with Beck was live streamed from the Hollywood Palladium direct to fans on both Citi and Live Nation Facebook pages.

The Q&A has since been viewed 500k+ times and reached 1.14M+ people.

Out Of Home Media

Throughout the greater Los Angeles area we secured 15 billboards reaching 4.6M+ Impressions.

Inside the Citi Sound Vault

Black Carpet entrance
VIP Check-In
Citi Sound Vault branding throughout the venue
Encouraged fans to use #citisoundvault
Exclusive Citi VIP balcony
Complimentary hor d'oeuvres and Beverages

Photo Booth

180° Photo Booth that captured still shots and GIFs

284 photos were shared from the photo booth on social media

Custom Show Poster

Commissioned an artist to develop a commemorative show poster

Private sound check for Citi VIPs
Artist Meet & Greet

OVERALL, CITI SOUND VAULT WAS A HUGE SUCCESS DURING MUSIC'S BIGGEST WEEK. CREATING MEMORIES FOR CARDMEMBERS THAT WILL LAST A LIFETIME.

Created By
Douglas Coleman
Appreciate

Credits:

Randall Michelson

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