Sporting events have become a fertile terrain for brand marketing strategies. The possibility of offering exclusive experiences by capitalizing user passions is key to the relationship between companies and their clients. The Citizens financial entity has revealed it in one of its last activations.
The company, which sponsors the Philadelphia Phillies baseball team for more than 20 years, has found in the game played against the New York Mets a unique scenario to promote its products and strengthen ties with its customers through sport. Citizens, which has the Naming Rights of the stadium, called Citizens Bank Park, has made the facilities a point of interaction.
What has captured the attention of the attendees has been the installation of a sculpture of more than 3.5 meters high of a baseball glove. This has been prepared by Bryan Berg, professional cardboard and winner of a Guinness record, using hundreds of credit cards. It has required more than a month of work before its inauguration.
The huge glove is not only a rarity for fans to photograph and share on their social networks, but also functions as a central marketing element for the newly released bank card range of the bank.
Thus, the installation makes known the Citizens Summit Reserve, which have a premium rewards program.
The sculpture, as they have pointed out from the bank, represents a creative and fun way to give life to the benefits offered by the new card and its differential characteristics. And it is that Citizens offered Early Access to the customers possessing one of those cards, as well as the possibility of enjoying many other experiences, as the company has shared in its social networks.
As shared by content and influencers who have collaborated with the brand in the action, users have been able to enjoy reserved spaces, food and drink stalls, photo sessions or exclusive meetings with professional players. He also had a t -shirt print post, a space to hit and gave various merchandising items.
The experience has also transferred part of corporate social responsibility. And it has been the stage to announce a donation of 2,500 to the Nike Jr. RBI children’s program of the Phillies, reinforcing its commitment to youth sport and community participation.
“By transforming common credit cards into an imposing symbol of possibility, we are generating conversations and building deeper emotional connections with our clients and communities”, Said Lori Dillon, Marketing Director of Citizens, according to The Drum.
Both the sculpture and the set of experiences break slightly with the communicative seriousness that characterizes the entities of the financial sector. The creation of sculpture is a playful way of capturing attention and linking to baseball in Philadelphia, where this sport is a cultural institution, it is an intelligent way to connect with the community.
