Connected, Every Step of the Way
Citi
Citi’s Every Step campaign connected a global network of fans to raise funds for US Olympic and Paralympic Sport Programs during the 2012 Games.
Objectives
- Bridge a cross-media ad campaign through mobile
- Conceive mobile strategy and experiences for iPhone and Android
- Drive community engagement through social cheering and more
- Engage Team USA fans to share $500,000 across 12 charities
“We are excited to launch an advertising campaign that features the Team Citi Olympic and Paralympic qualifiers and hopefuls in a fun, genuine spirit while showcasing the flexibility, control, ease and simplicity that our innovative digital products deliver for our customers.”
Every-Channel Campaign
Launched to coincide with the 2012 Games, Citi’s integrated Every Step campaign spanned mobile, television, digital, print, and more. Our iPhone and Android experiences bridged these elements, providing a central hub to view donation progress, cheer on athletes, and connect with the complete network of Team USA fans.
Global Social Support
For fans who couldn’t make it to London to cheer on Team USA, Citi Every Step delivered the next best thing: an engaging mobile experience that literally let them cheer on athletes – through video as well as contributions to the charities they sponsor. Only through mobile could fans experience the excitement of recording cheers and instantly sharing it with the world.
