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.
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
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.
Out Of Home Media
Throughout the greater Los Angeles area we secured 15 billboards reaching 4.6M+ Impressions.
Inside the Citi Sound Vault
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
OVERALL, CITI SOUND VAULT WAS A HUGE SUCCESS DURING MUSIC'S BIGGEST WEEK. CREATING MEMORIES FOR CARDMEMBERS THAT WILL LAST A LIFETIME.
Credits:
Randall Michelson