CITIBANK UTILIZED VIVOOM’S PLATFORM TO HARNESS THE POWER OF ITS EXISTING CUSTOMERS,
turning them into a network of authentic influencers in order to drive customer acquisition and sales for the brand. In partnership with The Today Show’s Concert Series, Citi sponsored a Selena Gomez concert at the Today Show’s outdoor venue in New York City, allowing Selena Gomez and The Today Show fans to record videos of themselves expressing their love and admiration for Selena.
Fans on-site and at home were able to take part in the mobile experience from touch points at The Today Show’s Concert Series via a vanity URL on attendees’ lanyards, on-site signage, and for fans at home, The Today Show’s social channels. The experience resulted in fans creating authentic, on-brand content shared across their own social and messaging channels and redistributed by Citi.
As a result, 16% of fans attending the Selena concert created and shared a video. Additionally, for every one person attending the event, Citi reached an additional 20 consumers through the process of sharing the videos.
Fans attending the Selena Gomez performance who created and shared a video
Citi increased the reach of its sponsorship by 20x by adding consumer sharing to the Fan experience