Content Win: Citibank #SoLongWallet

By NativeAI / December 11, 2014


Getting people to change the way they pay for things can be difficult, to say the least. Most of us pick a method out of habit or necessity, not because of a personal connection.

So how do you inspire consumers to not only try a whole new platform—Apple Pay—but also choose your institution as their default provider?

Citibank has been smartly tackling this challenge with its recent #SoLongWallet campaign. The initiative aims to make the unemotional concept of mobile payments more engaging by linking it, tongue-in-cheek, to the very emotional experience of breaking up (with your wallet).

What makes the campaign truly impressive is the sheer breadth of it. Some of the (many) cross-platform aspects include:

A Vine campaign with posts from influencers:


Tweets from popular Internet stars:


Live events at malls across America:


And, perhaps best of all, an excellent breakup playlist on Spotify:


Written by NativeAI / December 11, 2014

The NativeAI & News360 team curates this blog with valuable insights and interviews from content publishers, marketers and analytics experts across industries. We are committed to provide the best possible Content Intelligence tips and tricks you can find on the web to boost your digital media publisher business.