Citi wanted to put their cardmembers at the epicenter of the most electrifying time in music – Grammy Week.

Grammy Week means plenty of parties, events and tons of live music. However, for fans on the outside looking in, it means hearing about those shows, but not actually attending. Citi addressed that pain point by creating a space where the fan could transform from being a passive observer to an active, engaged participant. What transpired was Citi Sound Vault. Each night Citi unlocked a different sensory, emotional, and audiophile experience for the fans at the Hollywood Palladium. From acoustic sets from Sting, to bone-rattling bass drops and a pyro supported DJ set with The Chainsmokers, to a gospel choir light show with Beck and head-banging mosh pits with Metallica. The meticulously planned details inside created memories for fans that will last a lifetime.

Citi Sound Vault took over the Hollywood Palladium for five nights. The venue was adorned with a gold motif, a life-sized 3D logo installation, and “black carpet” where guests created their own “VIP Entrance” photo opp.

When the artists walked onto the stage, and saw every fan as if they were all in the front row, they sang their hearts out. Metallica literally walked off the stage from their Grammy Awards performance and unleashed into an amazing set of their greatest hits at Citi Sound Vault. “We needed this show after the technical difficulties at the Grammy Awards.” – Metallica

The program was announced through an exclusive feature with Forbes while stories published in national publications, a TODAY Show integration, and OOH advertising showered LA, inviting only Citi cardmembers. For the first time, Citi orchestrated a Facebook Live Q&A with Beck from the Hollywood Palladium.

PRE/POST EVENT:

The artists loved the experience and now Citi has additional major artists asking about how they can be part of the “Citi Sound Vault,” which they will unveil shortly.

Ticket Sales – 10,000+ tickets. 5 SOLD OUT nights. Metallica sold out in less than one hour.

Broadcast & Print Coverage – 165 Reporters, 36 photographers, | 10+ Tier-1 Outlet Coverage | 100MM+ PR Impressions

Citi Social Engagement Rate Outperformed all Citi Social Channel Benchmarks – +540% on Facebook |+183% on Instagram | +75% on Twitter

Facebook Live – 500k+ Views

Twitter Amplify – 5.5MM+ Impressions | 1.8MM Pre-Roll Video Views | 33% Pre-Roll Video View Rate

Citi Sound Vault Content Pieces (on Citi Facebook) – 1.1MM+ Total Views (43+ Content Segments)

Social Sentiment – 87% Positive/Neutral Social Sentiment (+34% lift as compared to the average across all other Citi campaigns)

OOH Media – 4.6MM+ Impressions