Web Presence for Social Media Campaign
Citi needed a compelling, social media integrated microsite to contain, control and announce each phase of the Citi Incredouble online social media campaign. This campaign was created to promote the Citi Double Cash Credit Card via Facebook, Twitter and Google+, and consisted of multiple distinct phases. These phases included announcement of the campaign touting its “epic” grand prize, submission of participants’ “incredouble” ideas for combining two things into a single concept (e.g. - hot air balloon tire swing), voting for people’s favorite concepts, and announcement of the winner. The winning concept was made into a video by YouTube celebrity devinsupertramp and featured both on his and Citi’s YouTube channels, as well as streamed on the microsite.
The microsite, which was the hub of the campaign, needed to include curated comments submitted by the general public about the campaign and the “incredouble” ideas it inspired. It also needed to mix in illustrations of fun combinations that were created by the Citi campaign team as the contest progressed. After a few weeks of submissions these illustrations became the subjects for a voting phase that resulted in a winner being selected. The microsite was designed and built to capture and tally votes from interested parties as they were directed to the microsite via social media channels. In it’s final iteration the announcement of the winner was replaced with the actual resulting video created by devinsupertramp.
- Multi-phased microsite
- Content integration with Citi social media channels on Facebook, Twitter and Google+
- YouTube video streaming