The Rolling Stones 50 and Counting Tour (2013)
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The Rolling Stones 50 and Counting Tour (2013)

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The Rolling Stones announced their highly anticipated “50 and Counting” tour on April 3, 2013. MAC Presents brokered the deal with Citi to include the exclusive presale, official sponsorship of ...

The Rolling Stones announced their highly anticipated “50 and Counting” tour on April 3, 2013. MAC Presents brokered the deal with Citi to include the exclusive presale, official sponsorship of the tour, and presenting sponsorship of the official Rolling Stones app.

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The Rolling Stones 50 and Counting Tour (2013) The Rolling Stones 50 and Counting Tour (2013) Presentation Transcript

  • The Rolling Stones announced their highly anticipated 50 & tour on April 3, 2013 with Citi on board not only as the presale partner, but also as the official sponsor of the tour and presenting sponsor of the official app. The 18-­‐show tour kicked off in Los Angeles on May 3. After stops in Oakland, San Jose, Las Vegas, Anaheim, Toronto, Chicago, Montreal, Boston, and Philadelphia, the tour wrapped with one final show in Washington, D.C. on June 24. The widely successful tour ended on a high note with over $21.3 million in revenue and 68,575 tickets sold for the final five performances. In total, the tour grossed over $87.5 million. In just 8 weeks, over 747 million social impressions were generated by #StonesVIP and #Stones50. Citi received over 116 million press impressions and more than 19 million digital impressions on Billboard.com. Prior to each show, the Citi VIP Lounge was the destination of choice for Citi invited guests as well as the friends and family. Band members visited the room, with drummer Charlie Watts posing in the custom photo booth. Celebrities including Kate Beckinsale, Chelsea Handler, Foo drummer Taylor Hawkins, Gene Simmons and Breaking Aaron Paul visited the VIP Lounge in Los Angeles on May 20. The following recap provides a look at partnership with The Rolling Stones from the tour announcement and presale, to meet and greets and backstage tours at every show, in-­‐show integration through a presenting sponsorship of the app and platform, a concourse photo booth activation, onsite signage, social media, and more!
  • To drive buzz around The Rolling Stones tour announcement on Wednesday, April 3, a marketing campaign was produced that centered around #StartMeUpWednesday. The campaign was promoted through social media and also included teaser banner ads, billboards and posters in key tour markets. #StartMeUpWednesdsay generated  over  27.3  Million  impressions  and  reached  over  5.3  Million   individual  users  on  Twitter  (March  29   April  5).
  • As official media partner for the tour, Billboard broke the tour announcement with the following article on April 3, 2013: Billboard: Rolling Stones Announce '50 and Counting' North American Tour Dates cardmembers will have access to presale tickets beginning Friday through Citi s Private Pass program, with details at citiprivatepass.com. As always with the Stones, there could be more to come; for updates, exclusive content and other Stones goodness, fans should check out the Official Rolling Stones App Presented by Citi.
  • OFFICIAL  TOUR  ADMAT
  • Citi branding was included at the end of the official #StartMeUpWednesday tour announcement video featuring The Rolling Stones.
  • Hav ing trouble v iewing this e-mail? Click here . EMAIL SECURIT Y ZONE Cardmember: Christopher Spina Account Ending in: 9999 Add citicards@info9.citibank.com to your address book to ensure delivery. Card Benefits: Events and Experiences Featured Visit citiprivatepass.com for even more. Featured The Rolling Stones Multiple Cities "50 AND COUNTING" continues the exhilarating celebration of the band's first 50 years five decades of Mick Jagger, Keith Richards, Charlie Watts and Ronnie Wood bringing their iconic music and ground-breaking stage show s to audiences around the globe.1 Presale Tickets available April 5th at 10am Local Tim e! Share:
  • Citi ran a full page ad in the NY Times on Sunday, April 7, 2013.
  • Citi  presale  banner  a
  • Citi  presale  banner  ads  were  featured  on  MLB.com.
  • A media partnership with Billboard.com included high impact page takeovers and point of entry video that ran around the announcement, heavy rotation ads to support the presales, and sustained media through the duration of the tour, which generated over 19 million impressions.
  • Billboard also promoted the partnership via their social media channels throughout the duration of the tour.
  • The Rolling Stones tagged Citi in social media posts on their official channels.
  • Cardmembers took to social media to express their excitement about the tour and the opportunity to purchase presale tickets through Citi Private Pass.
  • The Rolling Stones sent their mascots out in full force to promote the Toronto presales at the Air Canada Centre.
  • Los Angeles Times: Rolling Stones Unveil 2013 World Tour April 3, 2013 for Oakland, San Jose, Toronto and Chicago go on sale beginning Monday at 10 a.m. local time and will be available at www.rollingstones.com. Citi card members will have access to presale tickets beginning Friday at 10 a.m. local time through Citi s Private Pass Program. For details, visit www.citiprivatepass.com.
  • Examiner: Rolling Stones Announce Massive North American Tour April 3, 2013 for Oakland, San Jose, Toronto and Chicago go on sale beginning Monday, April 8 at 10AM local time and will be available at www.rollingstones.com. Citi® cardmembers will have access to presale tickets beginning April 5 at 10AM local time through Citi's Private Pass® Program. For complete presale details visit www.citiprivatepass.com. "Our mission is to offer Citi cardmembers more access to the music and entertainment they love, and the Rolling Stones have been a soundtrack for the life experiences of so many," said Jennifer Breithaupt, SVP of Entertainment Marketing at Citi. "We are thrilled to be providing exclusive presales and once-­‐in-­‐a-­‐lifetime opportunities for Citi cardmembers to see one of the most iconic bands in history perform live."
  • At each show, invited Citi VIP guests had the opportunity to meet and have their photo taken with The Rolling Stones.
  • A group of 10 guests from Citi also had the opportunity to take a backstage tour prior to each show, which included a behind the scenes look at the gear, a sneak peak at the set list, and a Q&A with the production manager. Guests were also able to walk through the same door and onto the stage that the band would emerge from later that evening.
  • Citi guests picked up their tickets and VIP Lounge passes from a designated entrance at each venue. Brand ambassadors were on hand to distribute tickets/passes and escort guests to the lounge as they arrived.
  • The guests received Citi branded wristbands as they entered the VIP Lounge, in addition to their commemorative Citi branded laminate and lanyards. Branded zap banners flanked the entrance and provided directional signage to the lounge.
  • MAC Presents built a custom VIP Lounge at each show, where guests from Citi and the band were able to enjoy lite food and open bar from the time doors opened until the show began around 8:45pm each night. The décor was inspired by the Glam Rock era of the early 1970s. The room, like the best Stones songs, screamed bold, powerful, and sexy harnessing all the might of rock and roll. Vintage décor combined with dramatic lighting completed the lounge. Citi branding was naturally incorporated into the décor. Prior to each show, Citi received an advance sheet outlining key details and times to be shared with guests. VIP parking was coordinated as needed.
  • A custom retro photo booth was incorporated into the Citi VIP Lounge, where guests could take and print photos at the touch of a button. The panels and photo prints were customized with the Citi logo and included a QR code to download the official Rolling Stones mobile app.
  • Fans  enjoyed  taking  photos  in  front  of  the  Citi  branded  zap  banners  located  throughout  the  concourse.  
  • Citi launched their Private Pass Beyond program at The Rolling Stones concert in Los Angeles on May 20. Additional Beyond programs were activated in Chicago on May 28 and 31, and in Philadelphia on June 18. At each show, more than 30 invited cardmembers received tickets, VIP Lounge passes and gift bags in Rolling Stones tote bags at check in. Each gift bag included a Rolling Stones 50th Anniversary coffee table book, the official tour program, a tour t-­‐shirt (guests could select their size and color, and a Rolling Stones hat).
  • USA  Today  Press  Article  from  May  21.   Read  more  here.
  • Hayden  Panettiere Kate  Beckinsale and  Chelsea  Handler Lorraine  Bracco and  Patti  Hansen
  • Citi engaged Rolling Stones fans with two installations set up in the concourse of each venue. Each installation was inspired by The Rolling green room during their 1972 American tour and incorporated Citi branding. The interactive sets served as social photo activations to encourage fans to Instagram their experience. The green room installation was set up to look as if the Rolling Stones had recently left to go on stage at Madison Square Garden. The couch and décor were reminiscent of the 1970s rock and roll era. Various items seemingly left behind by the band were also in the room.
  • Clearly marked signage directed fans to the installation and promoted the activation. Citi brand ambassadors used smartphones to take their photo and post it to their Instagram account using the designated hashtag #StonesVIP. The brand ambassadors were outfitted with custom t-­‐shirts with the Citi Private Pass logo. Props such as guitar picks, fan mail, a set list, a scarf and a leather jacket were placed in the room for fans to interact with during their photo opp. Prominent signage encouraged fans to take Instagram photos and tag them with #StonesVIP. All photos posted using the hashtag were streamed on-­‐site to two LED flat-­‐screens as well as to an online gallery at rsphotobooth.com. Photos were screened for appropriate content before being streamed. All  online  photos  included  a  branded  border  with  the  Citi   Private  Pass  Twitter  handle  and  #StonesVIP.
  • After taking their photo, fans received a Citi-­‐branded photo card directing them to the online gallery and encouraging them to download the official mobile app. The online gallery was a digital representation of the green room installation and aggregated all Instagram photos tagged with #StonesVIP in a grid style layout. The gallery was integrated into the Official Rolling Stones App, so fans could access and share their photos directly from the app. The Instagram photos within the gallery had an option to share on Facebook and share on Twitter. From the online gallery, fans also had the option to order a complimentary print of their Instagram photo. The Instagram prints were created by the premium Instagram print retailer Foxgram and mailed with custom Citi branding by USPS. Fans ordered their complimentary print using a unique promotional code printed on the photo card they received at the venue. #StonesVIP Mobile  App  Integration
  • Citi  Branded  #StonesVIP Microsite
  • Citi  Branded  #StonesVIP Foxgram Microsite
  • #StonesVIP generated  over  4.5M  total  impressions  on  Twitter  and  Instagram #StonesVIP reached  over  1.5M  unique  users on  Twitter  and  Instagram Each  photo  posted  to  Instagram averaged  over  141  likes  and  12  comments  (very  high  level  of  engagement)
  • Over  21,000  visits  to  rsphotobooth.com by  13,400  unique  visitors   95%  of  visits  were  from  mobile  devices  directly  through  the  Official  Rolling  Stones  App  presented  by  Citi   37%  return  user  traffic   very  high  level  of  return  engagement     Most  popular  shows  for  engagement  were  Los  Angeles,  Anaheim,  Chicago  and  Philadelphia
  • Their official app is also a lesson for many younger musicians in how to connect with fans in 2013 The Sunday Times Top 500 Apps in the World In November 2012, The Rolling Stones Official fan app was launched in line with the 50th Anniversary tour. Available on iOS (iPhone, iPad and iPod Touch) and Android, the app is the FIRST place for breaking news about the band. The Rolling Stones Official App allows fans anywhere in the world to connect with each other and the band members themselves, preview tracks for free, listen to and buy any song from The Rolling Stones catalogue on iTunes, buy exclusive merchandise, view photos and exclusive video, follow tweets from the Stones, check out tour dates and check-­‐in to tell the world was
  • Over 15  million  page  views  to  date A half  a  million  page  views  on  the  date  of  the  tour   announcement   Substantial jump in downloads and activity following social media promotion, exclusive content and major announcements (80% increase) Users  are  highly  active  once  they  have  downloaded  the  app   averaging  OVER  44  page  views  per  user 54,000  video  views  between  4/27/13  to  5/3/13 Over  2  million  songs  have  been  listened  to  in  the  app Just  under  12,000  song  plays  on  the  tour  announcement   alone
  • As presenting sponsor of the Rolling Stones Official App, Citi branding and a link click-­‐through to citiprivatepass.com were integrated into the home page (actual screen shot at left). The custom microsite (rsphotobooth.com) for the concourse photo booth was also integrated into the app. The microsite and photo borders incorporated Citi branding. Citi brought the ultimate participation module to fans through the Rolling Stones mobile app by giving them direct influence over the Rolling Stones set during a concert. Fans were able to vote from a selection of songs not included in the original set list. The Rolling Stones then played the winning song LIVE. The voting module was distributed in the app, and on rollingstones.com. Citi was presenting sponsor of By Request at shows in Oakland, San Jose, Philadelphia (both shows), and Washington, D.C. Citi brand messaging was included in the promotion of including onscreen during the show as the song was selected and announced. The campaign had extensive viral amplification from fans sharing their vote via Facebook and Twitter.
  • Citi  branded  BY  REQUEST  app  integration   May  8
  • Citi  branded  BY  REQUEST  app  integration   June  18
  • Citi  branded  BY  REQUEST  online  integration   June  21  and  June  24
  • Citi leveraged their buy with Billboard.com to promote the app using digital banners after the presales ended. Billboard also promoted Citi Private Pass and the Rolling Stones app via social media based on a curated content calendar provided by MAC Presents. The QR code and app logo were integrated into the VIP Lounge photo booth, the concourse photo installation and on zap banners placed in high traffic locations throughout the concourse to further promote downloads.
  • The Citi branded zap banners placed in the concourse of each venue included a QR code to download the official mobile app. Over the course of the tour, thousands of fans took their photo in front of the branded banners.
  • A full page Citi branded ad ran on the inside back cover of the official Rolling Stones 50 & Tour Program. The QR code and messaging was included to promote app awareness and downloads.
  • Citi  logo  displayed  on  screens  inside  Staples  Center.
  • Left: These lucky Citi cardmembers won VIP tickets to the Rolling Stones concert in San Jose courtesy of Citi Private Pass.
  • Mick  Jagger  with  special                           guest  Katy  Perry Citi  branded  Rolling  Stones  signage   on  the  exterior  of  MGM  Grand Citi  branded  Rolling  Stones   signage  on  the  interior  of   MGM  Grand  and  on  hotel   room  keys  
  • These lucky Citi cardmembers won VIP tickets to the Rolling Stones concert in Anaheim at the Honda Center courtesy of Citi Private Pass.
  • Ben  Harper  visits  the  VIP  Lounge  above  and   poses  in  the  VIP  Lounge  Photo  Booth  at  left.
  • Mick  Jagger  with  special  guest  Carrie  Underwood
  • The  Rolling  Stones  and  special  guest  Taj Mahal
  • The  Rolling  Stones  and   special  guest  Gary  Clark  Jr.
  • Special  guest  Aaron  Neville  performing   with  The  Rolling  Stones