Citi Sound Vault is a concert series exclusively offered to Citi cardmembers with access to the kinds of intimate shows and experiences that are usually reserved only for industry insiders, while also giving artists a place to perform leading up to the Grammy’s.
But despite having this incredible offering, awareness of the entertainment platform as a whole is relatively low. Our goal was to increase awareness of the Citi entertainment platform and drive brand preference.
We sat down with Tariq "Black Thought" Trotter from the legendary Roots before one of their infamous Jam Sessions to talk about the advantages of performing in more intimate settings and how it gives them the ability to genuinely connect with their audience.
To build excitement and drive awareness of exclusive performances at Citi Sound Vault, we announced our featured artists through a series of micro content that is optimized for social and designed to pop in peoples feeds.
We created a series of IG stories in real time during the concert series to share some love for our cardmember fans who attended Citi Sound Vault.
We collaborated with street artist Gucci Ghost on custom merch for the event made available exclusively at our onsite Citi Sound Vault Merch Vault.