The Challenge
Citizens bank came to MAX looking for an exciting way to reach young, diverse Gen Z audiences who haven’t chosen their banking partner yet.
The goal was to increase awareness and generate fan engagement with an audience that is often difficult to engage in meaningful ways.
Objectives:
- Increase brand awareness with music fans in a space where they are excited to see Jessie Murph
- Generate fan engagement with young, diverse Gen Z audiences
- Capture fan data for the Citizens Bank CRM, enabling remarketing through email and text messaging
- Create unforgettable experiences for winners by giving them the chance to hang out backstage with their favorite artist, Jessie Murph
The Solution
Citizens used SET.Live to connect with fans through mobile & live moments with Jessie Murph, creating a digital extension of the live concert experience.
Fans attending the show were invited to participate in mobile-based activities: engaging with branded content, entering for a chance to win exclusive backstage access, and opting in for future offers.
The Results
This interactive approach transformed fans’ smartphones into a gateway for deeper brand engagement, allowing Citizens Bank to connect with attendees in real time, collect valuable audience insights, and deliver memorable experiences that extended beyond the concert itself.
This campaign drove a 41.7% engagement rate with a difficult to engage Gen Z audience, driving brand awareness and affinity while capturing fan data for remarketing.
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