To increase cardmember loyalty and “top of wallet” consideration, Citi created holiday-themed “Sweet Offers” to enhance existing and newly created partnerships with New York institutions and local businesses — complete with a local media blitz that could paint Manhattan in its iconic “Citi blue.”

To create a true takeover feel, Citi Sweet Offers branding was featured on taxi toppers, double decker buses, billboards in Times Square, Citi bike kiosks, panels inside Grand Central Station and in windows at all retail branches throughout the city. Key “Sweet Offers” included free desserts at participating restaurants, or complimentary hot beverages via vendors from the New York Food Truck Association. Entertainment and sports partnerships throughout the program helped Citi further break through the holiday clutter and reward its customers in the process.

From December 1st - 21st, 2015, Citi partnered with eight of New York City's hottest food trucks to offer cardholders complimentary hot beverages. The Citi branded food trucks visited Employee Locations, Citi Retail Branches and high-traffic Locations throughout NYC. These "rolling billboards" featured custom branding and traveled all over NYC, garnering millions of impressions while delivering value to Citi cardholders.

The program kick-off coincided with #GivingTuesday to leverage Citi’s Share Our Strength/No Kid Hungry partnership. In the spirit of holiday giving, each truck had flags and napkins promoting a donation to No Kid Hungry.

To add extra audience reach, Citi leveraged its affiliation with “The Today Show” to amplify the Sweet Offers program and Share our Strength partnership. In a segment with “Today” anchor Al Roker, Chuck Scofield from No Kid Hungry highlighted Citi's 2015 contribution of 10 million meals for children in need.

Citi outperformed its monthly benchmarks on both Facebook and Twitter with real time and promotional content targeted to New York City users.

The Citi Sweet Offers takeover of New York City yielded millions of impressions, and the Citi branded MetroCards reached commuters in a unique and unexpected way. Over 15,000 complimentary hot beverages were served to cardholders in three weeks.

Total social impressions: 7.6 million plus

Social Program Highlights:

- Capitalized on relevant social chatter surrounding #GivingTuesday, which accounted for 33% of the month's Favorability score (positive social interactions for the month)

- Contributed to #3 competitive ranking measured through Market Bridge (allowing Citi to surpass both Capital One and Wells Fargo)