• by Aaron Baar , November 7, 2008

Consumers may be expected to spend less this holiday season, but they're still going to spend. And Citi will try to get them to spend using its credit cards with a promotion that will give two people a chance to win exclusive access to recording artists Nickelback and Mary J. Blige.

"For the holidays we wanted to give our cardmembers something extra--the opportunity to win fabulous, once-in-a-lifetime experiences every time they use their cards," Debra Coughlin, executive vice president at Citi Cards, tells Marketing Daily. "Citi is always looking for new ways to engage our customers, and this promotion demonstrates the one-of-a-kind experiences we can offer."

Through the promotion, which was made in partnership with Live Nation, Citi card members will be entered to win either a chance to join Nickelback for a three-city swing of its next North American tour or join Blige in the studio during a recording session.

The sweepstakes will be promoted through national television, print and online advertising campaigns. The television ads incorporate Citi Cards' "What's your story?" theme. In one spot, two "seat movers" try to get closer to a Nickelback performance by moving to vacant seats closer to the stage. In a second spot, a Blige fan practices all of the things she would say should she encounter her idol, only to have her voice fail her when the meeting happens.

An online element contains areas where users can read the artists' stories, hear music and view behind-the-scenes videos. The company and its interactive agency, Atmosphere BBDO, created a music application specifically for Facebook.

The promotion is part of a deal that Citi signed with Live Nation earlier this year. While other artists such as Jay-Z, Madonna and The Policy have participated in Citi promotions, this is the first time the artists will appear in advertising for the company.

Music promotions are becoming increasingly common for financial services companies. Earlier this summer, MasterCard promoted its brand via a sweepstakes that allowed winners to meet Bon Jovi, Eric Clapton or Kenny Chesney in the places where they got their starts. Bank of America also sponsored Bon Jovi's concert in Central Park last summer as part of its partnership with Major League Baseball and the 2008 All-Star game.

"The power of music is indelible and universal, and something that people are passionate about," Coughlin says. "Live music is a thriving, powerful medium that attracts millions of fans, and we want to harness that power and passion for our cardmembers in unique and memorable ways."