A couple of days ago, I posted a comprehensive article on the new 'Citibank US' page on facebook. A few hours later, I shared my thoughts on a press release explaining the next step for the page.
This is it. Today, Citi added a fifth tab to their page: Holiday.
The page includes three main sections and calls to action: 'share your stories' (donations to 'Toys for Tots'), 'register now' (Citi Prepaid Card contest), 'shop now' (Citi Specials).
Stories - Capture & Contributors
Currently, there isn't much information on the campaign. And I couldn't find any link to T&Cs for this initiative, which is quite surprising considering Citi's focus on Legal & Compliance as part of their social media strategy.
You can browse all the stories shared so far. The scrolling will be fine for up to a couple of dozens stories. But a bit like NAB's 'More Give, Less Take' campaign, Citi will surely look to implement some kind of categarization should they want to enable and urge curious fans to browse the previous contributions.
Currently, it says that 8 stories have been submitted.
I was curious to find out how Citi captured those stories, so I clicked on the 'Share your story' button. I thought I might have to use some kind of dedicated facebook application to capture a bit more info about me and my story. But the link simply redirected me to a post (note?) still on facebook. I concluded that I just had to leave a comment on this note to enter the campaign and share my story.
Please find below my contribution:
My story wouldn't appear on the main page straight away, which is totally understandable. I assume that Citi has some kind of moderation / confirmation process. But the whole process is not explained. Moreover, the following sentence 'Sorry, but donations can not be made for stories received from residents of AL, ME, MA or SC.' makes me think that only Americans can enter the campaign. Again, this is not very clear to me. And if it is the case, I wouldn't have spent a few minutes articulating my story...
Lastly, there were only 5 comments on the page and 8 stories on the Holiday tab... Is there another way to contribute?
A bit like Chase bank with the 'Chase Commmunity Giving' page, Citi also bets on charity, but this time not only to drive awareness of its page and create online buzz, but also to drive content creation and activity.
It is a give-give (win-win?) situation, right? You produce content for Citi (which will nicely support the bank's content strategy on facebook,blog, and hopefully twitter), they give money to the 'Toys for Tots' charity.
Another interesting move from the bank. Contrary to Chase Community Giving where you could promote a charity of your choice, here you don't have any option.
Even though the topic of childhood toys is:
* cute (people get sentimental thinking about their childhood),
* current (the immensly popular 'Toy Story 3' is based on old toys from the past),
* seasonal (Christmas is coming quickly now),
I wonder how appealing this incentive will be to the American people? And 10,000 stories seems like a huge number to raise a decent amount of money for the charity ($100,000), don't you think?
Once the 10,000 stories collected, I wonder how Citi will make the most of all this user-generated content. Will they include some of the most touching stories to a future traditional or digital marketing campaign?
The campaign started today. but I am not sure when it is supposed to end... on Christmas day maybe?
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