Since March, 2020, when New York issued the first shelter-in-place order, Citi, like every other business that didn’t exist fully online, found itself unable to provide the value to its customers, and benefits to its employees, for which the company is renown. The question, very simply, was how best to engage these two important constituencies through one of Citi’s well-established communications platforms, while supporting one of their charitable initiatives.
We delivered a much-needed respite to Citi customers and employees who have been in quarantine by inviting them to the exclusive Citi Drive-In Cinema Experience at Citi Field. Over five nights, hundreds of families gathered for festive and wholesome evening out with the stadium fully lit up in the background. To bring the activation to life, we leveraged existing partnerships with Turner Classic Movies, No Kid Hungry, and World Central Kitchen. Turner provided the content with some classic feature films, while No Kid Hungry and World Central Kitchen benefitted from the donation of all concession proceeds.