Citi wanted to #MakeTheMomentCount by implementing the Citi Thank You Card as a gateway to doing good — and looking cool in the process. Citi provided easy steps to making a collective difference by encouraging cardmembers to use their voice in a place they were already living - online.

This included a call to engage thousands of global citizens with a simultaneous social blast, via social-media platform Thunderclap, to create a tidal wave of voices sharing a Citi-branded message that drove awareness of the UN’s Global Goals.

To enhance this message editorially, Citi bought media and created a branded photo gallery with RollingStone.com featuring Ed Sheeran’s experience at the festival.

On-site, Citi Thank You was further personified by an exclusive lounge that offered cardmembers premium food and beverage, and an on-stage moment with Stephen Bird, Citi’s CEO of Global Consumer Banking, who shared Citi’s Thunderclap message live during the program.

Upon arrival, VIP guests were greeted by a statement wall that featured Citi ThankYou and Global Citizen Festival branding. Citi ThankYou branding was featured throughout the festival grounds. New York City-based artist Laura Loving created custom branding to stand out from other partner signage. The VIP tent featured indoor and outdoor seating, food and open bars for guests to enjoy.

Tablet magicians surprised and delighted guests with a unique experience that integrated Citi ThankYou branding and product education into the backstage VIP area. The magicians developed 5 custom tricks that engaged attendees and showcased Citi ThankYou card benefits in an entertaining and unexpected way.

The Thunderclap social media blast was captured as part of MSNBC’s live broadcast and YouTube’s live stream, when Citi CEO Stephen Bird appeared on stage and lit up Central Park with the message: "Support the #GlobalGoals and help end extreme poverty by 2030!"

- 60,000 Attendees with speeches from dignitaries and celebrities

- 1M impressions on Twitter, reaching over 500K accounts

- Hashtags with 10M impressions

- Festival posts with #CitiThankYou reached over 7 million users from September 14 – October 7, 2015

- Thunderclap Blast had social reach of over 1.3 million users

- 39k views of Citi Splash Page

- Citi donated 1 Million ThankYou points

- 100,000 point donations from cardmembers