Campaign: Every Step of the Way
Nonprofit Partner: Various Sports Program
Launch Date: February 2014
In a new cause marketing effort, customers and fans can help allocate a portion of Citi’s $500,000 donation to sports programs when they visit Citi’s interactive website. At the site, they can learn about each of the Team Citi athletes and their respective sport program, choose an athlete to support and allocate a portion of the donation. Citi Thank You members can also redeem their own ThankYou Points to donate.
Through this effort, Citi does a fantastic job helping consumers connect with individual Olympic athletes. The interactive website is engaging and visually interesting, adding a layer of depth to a standard voting cause campaign. Clearly this campaign is meant to improve Citi’s brand affinity and the $500,000 donation level reflects a solid brand commitment. It would be interesting to see a transactional or consumer donation component added to this effort to more fully tie Citi’s financial products into consumer activation.