Citi Uses Team USA Partnership to Promote #StandForProgress


As part of its support of Team USA for the Rio 2016 Olympic and Paralympic Games, Citi is today debuting #StandForProgress, a program to ignite a conversation about how people – from world-class athletes to everyday Americans – define progress, set goals and overcome obstacles.  READ MORE.  (Source: PR Newswire)

Sponsorship Buddy's Take:

1. There are so many feel-good aspects of the Olympics and this is a great example of a partner using that power in the event to pass along a positive message to fans and customers.  The branding for Citi is subtle, but the message is clear and comes across as genuine.

2.  We love the two-way social media strategy behind this campaign.  Citi will produce the content with relevant, compelling athletes and push out through their channels, while asking fans across the country to engage in the conversation by submitting their own definition of how the #StandforProgress.  This is the type of concept that can go viral.

3.  We have seen (and posted) on some great cause marketing partnerships in the past - many that raise money for great causes through on-field/on-court performances, but not many that engage fans like this one.  If you want yoru partner's cause to have an even great impact, empower your fans to participate through social media - don't just make it a one-way conversation.

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