Citi® / AAdvantage®

30 Years of Wow

2017 - 2018 Awards

2017 marked the 30th anniversary of the Citi® / AAdvantage® card. To generate awareness of this long-lasting partnership and celebrate the card’s rich history, Citi and American Airlines launched the 30 Years of Wow contest on Instagram. Users were asked to share their favorite “wow” travel moment from the last 30 years, reveal where they’d like their next “wow” moment to be, and tag @Citibank and the contest hashtag.

The contest deepened engagement and reinforced awareness of the partnership through a three-phased approach. Phase one celebrated the partnership, the contest launched in phase two and phase three announced contest winners. Three grand prize winners were awarded 300,000 AAdvantage® miles and a $3,000 cash award to cover travel expenses. An additional 30 honorable mention winners were awarded 30,000 AAdvantage® miles.

30 Years of Wow was an outstanding success and delivered against key campaign metrics. An easy to understand message with a simple call-to-entry garnered over 8,000 entries, each carrying its own unique narrative of adventure and exploration. Additionally, the campaign saw high positive/neutral sentiment. A majority of comments were fueled by consumers’ excitement, particularly around the chance to win a prize that could underwrite the cost of a new “wow” moment.

(5 pieces of creative)

Case Study

-

Phase 1 Celebratory Post

Post Copy: Three decades of discovery. Thousands of destinations. Billions of miles earned. For 30 years, the Citi® / AAdvantage® card has ignited a love for travel. Here’s to 30 more years of exploration! . . . LIMITED TIME OFFER: Earn 60,000 American Airlines AAdvantage® bonus miles after spending $3,000 in purchases within the first 3 months of account opening.

Phase 2 Carousel Unit

Post Copy: 30 years of the Citi® / AAdvantage® card. That’s a lot of “Wow” moments. Share your favorite “Wow” moment from the last 30 years for 3 opportunities to take an unforgettable trip with 300K AAdvantage miles + a $3K travel voucher from @citibank and @americanair. 1) Post a photo or video of a “Wow” travel moment from the last 30 years on Instagram 2) Tell us where you’d like to experience your next “Wow” moment 3) Tag @Citibank, #30YearsOfWow and #Contest . . Contest runs 6/21 to 7/20 NoPurNec US (excl PR & USVI) 18+. Official Rules: citi.com/30yearsofwow

Phase 2 Carousel Unit

Post Copy: Ready to get your “Wow” on? There’s only a few days left. Share your favorite “Wow” moment from the last 30 years for 3 opportunities to take an unforgettable trip with 300K AAdvantage miles + a $3K travel voucher from @citibank and @americanair. And to celebrate our 30th anniversary, there will also be 30 opportunities to win 30,000 American Airlines AAdvantage® miles. Contest ends 7/20. 1) Post a photo or video of a “Wow” travel moment from the last 30 years on Instagram 2) Tell us where you’d like to experience your next “Wow” moment 3) Tag @Citibank, #30YearsOfWow and #Contest . . Contest runs 6/21 to 7/20 NoPurNec US (excl PR & USVI) 18+. Official Rules: citi.com/30yearsofwow

Phase 3 Thank You Post

A big thanks to everyone who participated in the #30YearsofWow contest. Three decades of discovery. Thousands of destinations. Billions of miles earned. For 30 years, the Citi® / AAdvantage® card has ignited a love for travel. Stay tuned for the contest winner announcements!