The spot received a fair amount of media coverage, including this piece on CNN:
“Accessories” also functioned as the center piece for 360-degree uses:
Including a tie in to Citi Private Pass, where we helped promote the artist L.P., whose song “Into The Wild” was featured in the spot.
The Citi ThankYou Card also offered a points sharing program, for people to earn even bigger rewards. The “Londonize” spot used Olympic Sprinter Sanya Richards-Ross to tell the story of a town that used their points to honor their hometown hero:
Again, it was part of a larger roll-out:
Including contextual banners where people could redeem their points for various Olympic swag: