Billboard Music Awards (2014)
Citi ThankYou sponsored the 2014 Billboard Music Awards, which took place at the MGM Grand in Las Vegas on May 18, 2014.
The sponsorship included media with various broadcast elements including a :60 second integrated spot, five :30 second commercial spots, branded billboards, a branded lead out bumper and digital media on Billboard.com. John Legend was a featured performer during the BBMA, his performance sponsored by Citi ThankYou and paired with the final :60 second integration and a branded bumper/billboard.
The sponsorship also included an exclusive presale offer for cardmembers to purchase tickets and VIP packages for the Billboard Music Awards, PR and an exclusive concert with John Legend for cardmembers on April 21, 2014 in Los Angeles. Citi ThankYou leveraged this concert to capture key video content which was edited into the custom :60 integration. Other content from the event was edited and was pushed out via Citi social channels.
In addition to social media promoting the sponsorship, Citi also leveraged a custom flyaway sweepstakes to drive engagement and chatter in the weeks leading up to the Billboard Music Awards.