A demonstration of

• > Active Engagement
• > Entertainment / Content
• > Multimedia
• > Research / ROI

And the winner is…

Citi created its own space in the entertainment world by associating its brand with the prestigious Golden Globe Awards.

The challenge

Citi, the US bank, wanted to stake a claim in the entertainment arena where its competitor, American Express, was dominant. But, rather than using conventional media methods, they wanted us to leverage their ‘Thank You’ messaging platform by using digital channels to engage with a broad audience of consumers.

Our insight

The most popular and publicized ‘Thank You’ happens on award shows. These speeches are entertainment in and of themselves.

We believed that Citi could engage more powerfully with consumers by going beyond simple messaging and finding a brand new concept that could be uniquely associated with Citi. We recognized the marketing potential of the Golden Globe Awards and landed a sponsorship deal with the Hollywood Foreign Press Association – the first time that they had permitted any form of brand partnership.

Our solution

We created a microsite to carry Golden Globes content from the nominations through to the awards afterglow. The centerpiece of the online experience was an exclusive partnership with MSN, enabling us to run the biggest live streaming show ever - a four and a half hour live red carpet and backstage show - featuring digital and physical integration for Citi and pairing the brand with the most successful talent in the world. The site also hosted photo galleries, online chat and fantasy gaming.

Built on the ‘Thank You’ messaging platform, the program consolidated Citi’s association with success, achievement and reward.

The results

• Exposure to 13.2 million viewers
• Red carpet show broadcast in over 12 countries
• 2.5 million unique online visitors