To get Citi Snow Globe approved required passing through 5 layers of approval, several of them coming from the client. Then there was the client’s legal team and the New York City Parks Board – each with its own set of rules and regulations. As the project evolved, there were back-and-forths around social content releases, email gathering, advertising legal, line-of-business involvement and brand guidelines right up until the days leading up to the launch - and throughout the three weeks it was open to the public.

Its sheer size and location played a role in attracting people to the Snow Globe. Once visitors posed inside the Snow Globe and received/shared a link to their unique video, New Yorkers and tourists became more and more intrigued, wanting to check it out for themselves. Guests generally take pictures by phone or camera, but often don’t feel comfortable asking a stranger to take one so that they too can be included in the shot. Citi Snow Globe takes care of that; Citi wanted the picture to be all-inclusive, to capture that moment in a more more meaningful way.

No paid advertising went to Snow Globe; everything happened via word of mouth and social media shares on Twitter and Facebook. Of the 2,166 videos captured, over 40% were shared across five continents. The average viewing time per video (2.3 minutes) means people watched their videos more than 10 times.

All traffic to videos came through platforms such as Facebook (35%), Twitter (2%) and Email (63%). Creative coverage of Citi Snow Globe could be found on Ad Age, PSFK, FWA and Taxi Design, among others.